QUALITATIVE INVESTIGATION OF TAM
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Figure 14: Perceived Usefulness — Landscape Assessment
Table 4
Participant Name
Code
Quotations
Lee McFarland
PEU
“ I think we ’ re in an age now where technology is changing so fast that your idea of what you learned five years ago is obsolete now as far as your digital literacy. ” “It is a challenge to get the customization that we need to do our jobs. We don ’ t know what to ask for, like we don't know the questions to ask to get the functionality that would make our lives easier.” “Certainly, useful. Certain newsletters have an incredibly high open rate, 60, 70%. And they can actually see when we pull the website analytics, they could see a significant number of traffic coming from email marketing.”
Jimmy Washington
PEU
PU
Stephanie Martinez
PEU
“ If it ’ s not easy-to-use, it ’ s not as productive, or
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