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Conference Proceedings (2008), ANZMAC Proceedings: Marketing: Shiftingthe Focus from Mainstream to Offbeat, Financial Management Association (FMA)

On the Deceptive Nature of Perceived Usefulness as a Decision Variable for Marketing Management Support System Adoption and Use

ALTHUIZEN Niek, WIERENGA B.

Perceived usefulness is an important determinant of decision support system acceptance. It is the central concept of the Technology Acceptance Model (TAM, Davis, Bagozzi and Warshaw, 1989), which has been shown to be highly predictive of IT adoption and use. We argue and demonstrate that the use of perceived usefulness as a decision variable for marketing management support system adoption and use can be misleading, due to a lack of correspondence between perceived usefulness - as well as other subjective evaluation measures - and objective performance.

ALTHUIZEN, N. and WIERENGA, B. (2008). On the Deceptive Nature of Perceived Usefulness as a Decision Variable for Marketing Management Support System Adoption and Use. In: ANZMAC Proceedings: Marketing: Shiftingthe Focus from Mainstream to Offbeat. Financial Management Association (FMA).

Keywords : #Decision-Support-Systems