Marketers' Perceptions and Attitudes toward Emerging Technology: A Psychological Analysis

Abstract

Introduction: The implementation of internet marketing is an evolving procedure that entailsthe incorporation of a great number of constantly developing technologies as well as anincreasing number of apps.

Objectives: This study objective is to identify the fundamental mental and emotional aspectsthat influence marketers perceptions and attitudes regarding evolving technologies from apsychological standpoint.

Methods: Although 200 people were expected to participate in this study, only 117marketing specialists answered the survey. A survey evaluating the adoption of electroniccommerce was used as the main method of data collecting. The influence of antecedents wasevaluated with respect to the features of marketers, the emergence of online purchasing, andstatistical studies, particularly F-statistics.

Results

Five important criteria connected to theadoption of electronic commerce were found by the study. All criteria, with the exception ofthe amount of items handled, showed a strong correlation between marketer profiles andadoption. The emergence of e-commerce was strongly impacted by antecedents includingorganisation, innovation, and interaction.

Conclusions: According to the research, marketers have an interest in implementingtechnology, with almost 77% of the experts who were surveyed employing differenttechnologies. It is obvious that a variety of factors affect how marketing professionals usetechnology.