To Study the Technology Adoption among the Marketers: Psychological Perception and Attitude of Marketing Professionals

Abstract

Adoption of internet marketing is fundamentally a process that involves a variety of evolving innovations and an increasing number of different applications. In the current research has made an effort to quantify the technology adoption among the marketers The primary data is questionnaire based on the likely experience that the consumer had when purchasing the items online. For this study researcher try to reaches 200 respondents but only from 117 respondents, responses come. So, the actual number of respondents for this study is 117 marketing professionals. According to the findings of electronic commerce adoption score, there are a total of five significant factors. Association between profile of marketers and their state of electronic commerce adoption is significant for all factors except number of products dealt. Impact of antecedents of electronic commerce adoption on the state of electronic commerce adoption is significant for organization, innovation, communication and F – statistics. Thus, this study helps in conclude that, marketers are interested in technology adoption and almost 77 marketers are adopting technologies and further it is concluded that there are various factors that effects the technological adoption among marketing professionals.