“Consumer Behaviour towards Acceptance of Image Interactivity Technology”.

Abstract

The purpose of this study is to understand the factors influencing Consumer Behaviour towards Acceptance of Image Interactivity Technology. The prevalence of existing consumption of digital space, it is a challenge to marketer to leverage the social value of technology in the country like India which is very high on collectivistic culture node.  A model has been proposed based on the Technology Acceptance Model (TAM) adding social value to technology. Primary data relates to the variables affecting technology adoption and demographic profile were collected using a structured questionnaire through survey. Data were collected from 100 individuals residing in Mehsana. Multiple regressions were used to test the model. Findings showed that Perceived Usefulness, Perceived Enjoyment and Attitude towards Online Retailer have significant impact. As this study applied on individual consumption, the same study can be replicated for family/group consumption product category.