Bitte verwenden Sie diesen Link, um diese Publikation zu zitieren, oder auf sie als Internetquelle zu verweisen: https://hdl.handle.net/10419/246219 
Erscheinungsjahr: 
2018
Quellenangabe: 
[Journal:] Arab Economic and Business Journal [ISSN:] 2214-4625 [Volume:] 13 [Issue:] 2 [Publisher:] Elsevier [Place:] Amsterdam [Year:] 2018 [Pages:] 93-110
Verlag: 
Elsevier, Amsterdam
Zusammenfassung: 
This study investigates the factors affecting the acceptance and implementation of E-marketing and its impact on marketing performance in small and medium-sized restaurants (SMRs) in Palestine. Potential factors were derived and conceptually-modelled for analysis based on popular technology acceptance models in literature. Three contexts (technological, organizational and environmental) with sixteen factors were hypothesized to influence E-marketing in the SMRs. Relevant data were gathered from a randomly-selected sample of 223 SMRs working in Palestine. Data were reported by participants using a self-report questionnaire. Pearson correlation and multiple linear regression were employed to analyze the collected data. The results revealed that all individual hypothesized factors have positive significant impact on E-marketing implementation. Regression models indicated that relative advantage, customer pressure and market scope have significant positive impact on implementation. The regression analysis also shows that E-marketing has a positive significant impact on marketing performance. The implications of this study which would benefit all stakeholders within the SMRs context are highlighted.
Schlagwörter: 
E-marketing
Small and medium-sized restaurants
Technology Acceptance Model (TAM)
Innovation Diffusion Theory (IDT)
Technology-Organization Environment (TOE)
Marketing performance
Persistent Identifier der Erstveröffentlichung: 
Creative-Commons-Lizenz: 
cc-by-nc-nd Logo
Dokumentart: 
Article

Datei(en):
Datei
Größe
378.83 kB





Publikationen in EconStor sind urheberrechtlich geschützt.