The impact of information technology on individual and firm marketing performance

Abstract

The perceived impacts of information technology use on firm marketing organization performance are examined. A theoretical model is presented linking organizational and end-user traits, information quality, system/service quality, industry traits, and tasks performed using a system to perceptions of organizational performance impacts through ease of system use, perceived individual performance impacts (i.e. perceived usefulness), attitudes toward using the system, and system use. The empirical examination uses a mail survey of US marketing executives to collect the data. The quantitative technique used is structural equation modeling. The results indicate that measures of organizational traits, individual traits, information quality, system/service quality, and tasks performed using the system impact perceived performance of the marketing organization mediated individual performance impacts (i.e. perceived usefulness), attitudes toward using the system, and system use. Managerial implications and conclusions are presented based upon these results.