Modeling New Technology Readiness and Acceptance in the Case of B2B Marketing Employees

Purpose There is no doubt that technology impacts organizational processes and key performance. However, the success of an organization is influenced by the openness and willingness of staff to accept a specific technology. This study focuses on B2B marketing employees and aims to determine employee readiness and acceptance of new technology based on the impact of technology characteristics on employee perceptions with an ensuing effect on technology readiness and technology acceptance.