Decision-making models for using multimedia marketing in enterprises

Abstract

This study has three purposes: to understand the enterprises’ expectations and needs of using multimedia marketing, to examine the reasons behind enterprises’ rejection of multimedia marketing, and to verify whether multimedia marketing meets the expectations of the enterprises. This study combines the technology acceptance model (TAM) and expectation confirmation theory (ECT) to investigate Taiwanese enterprises’ perspectives of using multimedia marketing by employing the questionnaire technique. A total of 288 valid paper questionnaires (143 companies did not use multimedia marketing, while 145 did) were collected after eliminating invalid ones. As a result, this study shows that TAM and ECT are suitable models for explaining the enterprises’ behavior of using multimedia marketing. Perceived ease of use is an important factor for enterprises that do not use multimedia marketing. In addition, both perceived ease of use and perceived usefulness are important factors that affect the enterprises’ continuance intention to adopt multimedia marketing.