Dissertation/Thesis Abstract

Technology adoption: Influence of availability and accessibility
by McConnell, William Stewart, D.M., University of Phoenix, 2009, 190; 3448397
Abstract (Summary)

Farmers are small business leaders using available technology to remain competitive. The availability of technology is dependent on the suppliers’ use of the marketing mix 4Ps theory—product, price, placement, and promotion. The purpose of this study was to determine how the relation between availability and accessibility influences the adoption by rural farmers of new technological innovations, specifically internet services. Results indicated availability factors (product, price, placement, and promotion) positively correlated to accessibility factors (perceived usefulness, ease of use, and behavioral intention). The study provides empirical support for an extended technology acceptance model (TAM) that includes availability factors as external variables.

Indexing (document details)
Advisor: Klagge, Jay
School: University of Phoenix
School Location: United States -- Arizona
Source: DAI-A 72/05, Dissertation Abstracts International
Subjects: Management, Information Technology
Keywords: Broadband, Conjoint analysis, Farm technology, Innovation diffusion, Technology adoption
Publication Number: 3448397
ISBN: 9781124547404
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