THE MODERATING EFFECT OF INDIVIDUAL AND ORGANIZATIONAL FACTORS ON INFORMATION TECHNOLOGY ACCEPTANCE: THE CASE OF U.S. CVBS' INTERNET MARKETING

The growth in information technology (IT)‐based organizational marketing activity is giving rise to questions about determinants on the acceptance of technology. This study examined the moderating effects of individual factors and organizational factors on the relationships between the five salient antecedents (i.e., perceived characteristics of the Internet) and the intention to use the Internet within the context of U.S. convention and visitor bureaus' (CVBs') marketing action. The results of the study revealed significant moderating effects of individual factors. In addition, the main effects of the five antecedents on the intention to use the Internet appear to be strong. Implications for industry practitioners as well as suggestions for future studies are discussed.

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