Virtual sales calls: how the video background can influence consumer adoption intention- an extension of the technology acceptance model

Detalhes bibliográficos
Autor(a) principal: Koch, Constanze Henriette
Data de Publicação: 2022
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/144984
Resumo: This research examines how the aesthetics of the background during video sales conversations can influence buyers’ product adoption intention. The presented study applies the technology acceptance model (TAM), measuring the impact of the video sales channel on the buyer’s adoption intention. The traditional TAM mediators, perceived usefulness and perceived ease of use are included in the research model and extended by the mediator trust. It was found that a more aesthetic background influences all three mediators. However, only a full mediation could be confirmed for perceived usefulness. Lastly, reasoning for those findings is proposed, and further managerial implications are given
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spelling Virtual sales calls: how the video background can influence consumer adoption intention- an extension of the technology acceptance modelConsumer behaviorTrustVideo conference backgroundAdoption intentionAestheticsTechnology acceptance modelTechnology salesDomínio/Área Científica::Ciências Sociais::Economia e GestãoThis research examines how the aesthetics of the background during video sales conversations can influence buyers’ product adoption intention. The presented study applies the technology acceptance model (TAM), measuring the impact of the video sales channel on the buyer’s adoption intention. The traditional TAM mediators, perceived usefulness and perceived ease of use are included in the research model and extended by the mediator trust. It was found that a more aesthetic background influences all three mediators. However, only a full mediation could be confirmed for perceived usefulness. Lastly, reasoning for those findings is proposed, and further managerial implications are givenTruong, NatalieRUNKoch, Constanze Henriette2022-10-25T13:35:32Z2022-06-062022-06-062022-06-06T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/144984TID:203064054enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:25:02Zoai:run.unl.pt:10362/144984Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:51:51.164807Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Virtual sales calls: how the video background can influence consumer adoption intention- an extension of the technology acceptance model
title Virtual sales calls: how the video background can influence consumer adoption intention- an extension of the technology acceptance model
spellingShingle Virtual sales calls: how the video background can influence consumer adoption intention- an extension of the technology acceptance model
Koch, Constanze Henriette
Consumer behavior
Trust
Video conference background
Adoption intention
Aesthetics
Technology acceptance model
Technology sales
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Virtual sales calls: how the video background can influence consumer adoption intention- an extension of the technology acceptance model
title_full Virtual sales calls: how the video background can influence consumer adoption intention- an extension of the technology acceptance model
title_fullStr Virtual sales calls: how the video background can influence consumer adoption intention- an extension of the technology acceptance model
title_full_unstemmed Virtual sales calls: how the video background can influence consumer adoption intention- an extension of the technology acceptance model
title_sort Virtual sales calls: how the video background can influence consumer adoption intention- an extension of the technology acceptance model
author Koch, Constanze Henriette
author_facet Koch, Constanze Henriette
author_role author
dc.contributor.none.fl_str_mv Truong, Natalie
RUN
dc.contributor.author.fl_str_mv Koch, Constanze Henriette
dc.subject.por.fl_str_mv Consumer behavior
Trust
Video conference background
Adoption intention
Aesthetics
Technology acceptance model
Technology sales
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Consumer behavior
Trust
Video conference background
Adoption intention
Aesthetics
Technology acceptance model
Technology sales
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description This research examines how the aesthetics of the background during video sales conversations can influence buyers’ product adoption intention. The presented study applies the technology acceptance model (TAM), measuring the impact of the video sales channel on the buyer’s adoption intention. The traditional TAM mediators, perceived usefulness and perceived ease of use are included in the research model and extended by the mediator trust. It was found that a more aesthetic background influences all three mediators. However, only a full mediation could be confirmed for perceived usefulness. Lastly, reasoning for those findings is proposed, and further managerial implications are given
publishDate 2022
dc.date.none.fl_str_mv 2022-10-25T13:35:32Z
2022-06-06
2022-06-06
2022-06-06T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/144984
TID:203064054
url http://hdl.handle.net/10362/144984
identifier_str_mv TID:203064054
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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