The versatility and the increased capability of the Internet as part of organizational information technology (IT) infrastructure has led to the emerging of new technologies including web analytics technology (WAT) to help aggregate and integrate online user behavior data for management operations and strategic planning. The research study developed a model based on unified theory of acceptance use of technology (UTAUT) premises to provide empirical evidence to support management consultants' acceptance of WAT. The study explored quantitative research methodology and online survey technique that involved 270 management consultants. The results of the study showed that there is a positive correlation among the determinants including effort expectations, performance expectation, social influence, facilitating conditions, and behavioral intentions. The study established that performance expectancy, effort expectancy, social influence, and facilitating conditions can predict 62% of the behavior intention of management consultants to accept WAT. The study underscored the impacts of the research findings on the organizational strategic IT management, management consulting industry, IT solutions vendors, and academia on the phenomenon of technology acceptance in organizational settings. The research study furnished the theoretical framework and recommendations for future research studies to further investigate WAT acceptance and usage.
|Subjects||Management; Information technology; Web studies; Organizational behavior|
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