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The Internet continues to offer businesses new tools to enhance infrastructure-and new Web analytics technology (WAT) is helping organizations aggregate and integrate online user behavior data for management operations and strategic planning. This research study developed a model based on unified theory of acceptance use of technology (UTAUT) premises to provide empirical evidence to support management consultants' acceptance of WAT. The study sought input from almost three hundred management consultants, and the results show a positive correlation among the determinants, including effort expectations, performance expectations, social influence, facilitating conditions, and behavioral intentions. In fact, performance expectancy, effort expectancy, social influence, and facilitating conditions can predict sixty-two percent of the behavior intention of management consultants to accept WAT...
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