Marketing analytics acceptance: using the UTAUT, perceived trust, personal innovativeness in information technology and user attitude

PurposeThe use of innovative technologies by firm employees is a key factor in ensuring the competitiveness of firms. However, researchers and practitioners have been concerned about the willingness of technology end users to use innovative technologies. This study, therefore, aims to determine the factors affecting the intention to use marketing analytics technology.Design/methodology/approachThis study surveyed 213 firm employees. The quantitative data collected was analysed using partial least squares structural equation modelling.FindingsThe results reveal that performance expectancy, facilitating conditions, attitudes and perceived trust have a positive and significant effect on intentions to use marketing analytics. Effort expectancy, social influence and personal innovativeness in information technology were found not to predict intentions to use marketing analytics.Practical implicationsThis study has practical implications for firms seeking to enhance the use of marketing analytics technology in developing countries.Originality/valueThis study contributes to the use of UTAUT, perceived trust, personal innovativeness and user attitude in predicting the intentions to use marketing analytics technology.