QUALITATIVE INVESTIGATION OF TAM
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context, including the relationship of other issues in comparison to the innovation, how the
innovation is framed by both proponents and opponents, and the timing of the innovation itself
within the social ecosystem.
Related Literature
Another theory related to this research is Labus and Stone’s (2010) CRM behavior
theory. This theory represents seven interrelated models of CRM related to managing
organizational relationships with customers (Labus & Stone, 2010). This theory suggests that
taking a holistic view of the CRM concept across leadership, strategy, organization, process,
systems, customers, and measurements is necessary for successful CRM. The most interesting
thing about CRM behavior theory is that leadership and an integrated approach to CRM within
organizations are found to be critical, but software and technologies are not. In fact, this theory
suggests that software-centered approaches fail to deliver long-term results because these
approaches often do not consider issues within the organization, particularly organizational
culture.
Additionally, the TOE framework has been mentioned several times in this literature
review. This framework was originally developed by Tornatzky and Fleischer in 1990 to
examine how technology, environment, and organizational factors impact the adoption of new
methods, technologies, innovations, or ideas within an organization (Awa et al., 2017). Within
the umbrella of technology, the elements of perceived simplicity, compatibility, and
performance-expectancy are included. Additionally, normative pressures and mimetic pressures
are environmental factors that affect innovation adoption. Lastly, management support, size of
enterprises, and scope of business operations are all considered organizational factors that
influence adoption. More recent scholars, like Awa et al. (2017), have added individual factors
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