Antecedent Effects of Info Content on User Attitudes Toward Radical Technology-Brand-Extension: Info Content on User Attitudes of Brand Extensions

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Author(s): Pratim Datta (Kent State University, Kent, USA & University of Johannesburg, Johannesburg, South Africa)and Geoffrey Hill (University of Central Arkansas, Conway, USA)
Copyright: 2020
Volume: 18
Issue: 1
Pages: 23
Source title: Journal of Electronic Commerce in Organizations (JECO)
Editor(s)-in-Chief: Pedro Isaías (Information Systems & Technology Management School, UNSW, Sydney, Australia)
DOI: 10.4018/JECO.2020010103

Keywords: Business & Management / Business Science Reference / E-Commerce

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Abstract

Novel technologies can extend a brand and usher in a new age of digital confluence. The study extends TAM by examining information content as an antecedent to PEOU and PU and the moderating influences of prior knowledge and parent brand memory in early adoption decisions. Potential user attitudes towards novel technological-brand-extensions are captive to the information content that novel technological brand-extensions offer. While information content triggers user awareness, the path from awareness to adoption intention has not received much scrutiny. In surfacing the adoption intention process triggered by information content, we also investigate the roles of prior knowledge of similar products and parent brand memory as moderating influences that guide how information content (as persuasive appeal) is subsequently translated into user adoption behavior.

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Antecedent Effects of Info Content on User Attitudes Toward Radical Technology-Brand-Extension: Info Content on User Attitudes of Brand Extensions

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