e-ISSN 2231-8542
ISSN 1511-3701

Home / Regular Issue / JTAS Vol. 28 (4) Dec. 2020 / JSSH-6438-2020


Decision-Making Models for Using Multimedia Marketing in Enterprises

Pei-Hsuan Hsieh and Yu-Lu Hsiung

Pertanika Journal of Tropical Agricultural Science, Volume 28, Issue 4, December 2020


Keywords: Enterprise decision, expectation confirmation theory, multimedia marketing, technology acceptance model

Published on: 24 December 2020

This study has three purposes: to understand the enterprises’ expectations and needs of using multimedia marketing, to examine the reasons behind enterprises’ rejection of multimedia marketing, and to verify whether multimedia marketing meets the expectations of the enterprises. This study combines the technology acceptance model (TAM) and expectation confirmation theory (ECT) to investigate Taiwanese enterprises’ perspectives of using multimedia marketing by employing the questionnaire technique. A total of 288 valid paper questionnaires (143 companies did not use multimedia marketing, while 145 did) were collected after eliminating invalid ones. As a result, this study shows that TAM and ECT are suitable models for explaining the enterprises’ behavior of using multimedia marketing. Perceived ease of use is an important factor for enterprises that do not use multimedia marketing. In addition, both perceived ease of use and perceived usefulness are important factors that affect the enterprises’ continuance intention to adopt multimedia marketing.

ISSN 1511-3701

e-ISSN 2231-8542

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