Motivations as Predictors of Value Generated from Marketing-Related Technology Use : Orientations, Moderators, and Outcomes

Consistent with the conference theme, "striving for impact,' we examine three orientations of motivation as predictors of the likelihood that individuals will use a marketing-related technology. Further, two outcomes of this specific task, objective value and subjective value, are considered. Finally, two moderators are included to improve the model. Data were collected from a semester long laboratory experiment and analyzed using path analysis technique. Discussion of results are presented