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.
关键词：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
