摘要：This study utilizes the underpinnings of the Theory of Reasoned Action (TORA) in the
development of an Interactive Marketing Technologies (IMT) model. The model provides a
framework for investigating and testing the existence of
consumers' expressed perceptions of their knowledge/experiences with (E
attitudes toward existing technologically
extent those manifest attitudes reflect their attitude toward In
(AIMT). The study also investigates the possible causal relationship between A(
consumers acceptance and willingness to use IMT in their retail shopping/buying patterns.
Although e-commerce is a facet of IMT, the d
avenues through which consumers may consummate exchanges.
fit indicators and causal relationships' test results demonstrate that consumers' manifest
perceptions of their knowledge/experience with and attitudes toward existing advanced
marketing technological devises like In
reflect their attitude toward new, innovative IMT, as defined in the study. The results also
indicate that a significant segment of consumers will use the new technologies in their retail
marketing exchange practices as they become available. Discussions are provided on the
implications of the findings for retailers, channel structures and future research requi
Keywords: Marketing, e-commerce, future marketing, micro
Journal of Management and Marketing Research
Beyond e-commerce, Page
intentions
C. Michael Powell
a priori relationships bet
EIHS and E
technologically-advanced marketing systems (AIHS and A
Interactive Marketing Technologies
). IMT
definition used here includes all extant electronic
The IMT model's good
ge/In-Home Shopping (IHS) and personal computers (PCs)
micro-marketing
1
between retail
EPC) and
APC) and the
teractive IMT) and
efinition goodness-offit
requirements.
