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TechnologyacceptancemodelWikipedia

Technologyacceptancemodel
FromWikipedia,thefreeencyclopedia

Thetechnologyacceptancemodel(TAM)isaninformationsystems
theorythatmodelshowuserscometoacceptanduseatechnology.
Themodelsuggeststhatwhenusersarepresentedwithanew
technology,anumberoffactorsinfluencetheirdecisionabouthowand
whentheywilluseit,notably:
Perceivedusefulness(PU)ThiswasdefinedbyFredDavisas
"thedegreetowhichapersonbelievesthatusingaparticular
systemwouldenhancehisorherjobperformance".
Perceivedeaseofuse(PEOU)Davisdefinedthisas"the
degreetowhichapersonbelievesthatusingaparticularsystem
wouldbefreefromeffort"(Davis1989).

TheTechnologyAcceptanceModel,
version1.(Davis,Bagozzi&Warshaw
1989)

TheTAMhasbeencontinuouslystudiedandexpandedthetwomajorupgradesbeingtheTAM2(Venkatesh&
Davis2000&Venkatesh2000)andtheUnifiedTheoryofAcceptanceandUseofTechnology(orUTAUT,
Venkateshetal.2003).ATAM3hasalsobeenproposedinthecontextofecommercewithaninclusionofthe
effectsoftrustandperceivedriskonsystemuse(Venkatesh&Bala2008).

Contents
1
2
3
4
5
6

History
Usage
Alternativemodels
Criticisms
Seealso
References

History
TAMisoneofthemostinfluentialextensionsofAjzenandFishbein'stheoryofreasonedaction(TRA)inthe
literature.Davisstechnologyacceptancemodel(Davis,1989Davis,Bagozzi,&Warshaw,1989)isthemost
widelyappliedmodelofusers'acceptanceandusageoftechnology(Venkatesh,2000).ItwasdevelopedbyFred
DavisandRichardBagozzi(Davis1989,Bagozzi,Davis&Warshaw1992[1]).TAMreplacesmanyofTRAs
attitudemeasureswiththetwotechnologyacceptancemeasureseaseofuse,andusefulness.TRAandTAM,
bothofwhichhavestrongbehaviouralelements,assumethatwhensomeoneformsanintentiontoact,thatthey
willbefreetoactwithoutlimitation.Intherealworldtherewillbemanyconstraints,suchaslimitedfreedomto
act(Bagozzi,Davis&Warshaw1992).
Bagozzi,DavisandWarshawsay:
Becausenewtechnologiessuchaspersonalcomputersarecomplexandanelementofuncertaintyexistsin
themindsofdecisionmakerswithrespecttothesuccessfuladoptionofthem,peopleformattitudesand
intentionstowardtryingtolearntousethenewtechnologypriortoinitiatingeffortsdirectedatusing.
Attitudestowardsusageandintentionstousemaybeillformedorlackinginconvictionorelsemayoccur
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onlyafterpreliminarystrivingstolearntousethetechnologyevolve.Thus,actualusagemaynotbeadirect
orimmediateconsequenceofsuchattitudesandintentions.(Bagozzi,Davis&Warshaw1992)
Earlierresearchonthediffusionofinnovationsalsosuggestedaprominentroleforperceivedeaseofuse.
TornatzkyandKlein(Tornatzky&Klein1982)analysedtheadoption,findingthatcompatibility,relative
advantage,andcomplexityhadthemostsignificantrelationshipswithadoptionacrossabroadrangeofinnovation
types.Easonstudiedperceivedusefulnessintermsofafitbetweensystems,tasksandjobprofiles,usingtheterms
"taskfit"todescribethemetric(quotedinStewart1986)Legris,Ingham&Collerette2003suggestthatTAMmust
beextendedtoincludevariablesthataccountforchangeprocessesandthatthiscouldbeachievedthrough
adoptionoftheinnovationmodelintoTAM.

Usage
SeveralresearchershavereplicatedDavis'soriginalstudy(Davis1989)toprovideempiricalevidenceonthe
relationshipsthatexistbetweenusefulness,easeofuseandsystemuse(Adams,Nelson&Todd1992Davis1989
Hendrickson,Massey&Cronan1993Segars&Grover1993Subramanian1994Szajna1994).Muchattention
hasfocusedontestingtherobustnessandvalidityofthequestionnaireinstrumentusedbyDavis.Adamsetal.
(Adams1992)replicatedtheworkofDavis(Davis1989)todemonstratethevalidityandreliabilityofhis
instrumentandhismeasurementscales.Theyalsoextendedittodifferentsettingsand,usingtwodifferent
samples,theydemonstratedtheinternalconsistencyandreplicationreliabilityofthetwoscales.Hendricksonetal.
(Hendrickson,Massey&Cronan1993)foundhighreliabilityandgoodtestretestreliability.Szajna(Szajna1994)
foundthattheinstrumenthadpredictivevalidityforintenttouse,selfreportedusageandattitudetowarduse.The
sumofthisresearchhasconfirmedthevalidityoftheDavisinstrument,andtosupportitsusewithdifferent
populationsofusersanddifferentsoftwarechoices.
SegarsandGrover(Segars&Grover1993)reexaminedAdamsetal.'s(Adams,Nelson&Todd1992)replication
oftheDaviswork.Theywerecriticalofthemeasurementmodelused,andpostulatedadifferentmodelbasedon
threeconstructs:usefulness,effectiveness,andeaseofuse.Thesefindingsdonotyetseemtohavebeenreplicated.
However,someaspectsofthesefindingsweretestedandsupportedbyWorkman(Workman2007)byseparating
thedependentvariableintoinformationuseversustechnologyuse.
MarkKeilandhiscolleagueshavedeveloped(or,perhapsrenderedmorepopularisable)Davissmodelintowhat
theycalltheUsefulness/EOUGrid,whichisa22gridwhereeachquadrantrepresentsadifferentcombinationof
thetwoattributes.Inthecontextofsoftwareuse,thisprovidesamechanismfordiscussingthecurrentmixof
usefulnessandEOUforparticularsoftwarepackages,andforplottingadifferentcourseifadifferentmixis
desired,suchastheintroductionofevenmorepowerfulsoftware(Keil,Beranek&Konsynski1995).
VenkateshandDavisextendedtheoriginalTAMmodeltoexplainperceivedusefulnessandusageintentionsin
termsofsocialinfluence(subjectivenorms,voluntariness,image)andcognitiveinstrumentalprocesses(job
relevance,outputquality,resultdemonstrability,perceivedeaseofuse).Theextendedmodel,referredtoasTAM2,
wastestedinbothvoluntaryandmandatorysettings.TheresultsstronglysupportedTAM2(Venkatesh&Davis
2000).
Inanattempttointegratethemaincompetinguseracceptancemodels,Venkateshetal.formulatedtheunified
theoryofacceptanceanduseoftechnology(UTAUT).Thismodelwasfoundtooutperformeachoftheindividual
models(AdjustedRsquareof69percent)(Venkateshetal.2003).UTAUThasbeenadoptedbysomerecent
studiesinhealthcare.[2]

Alternativemodels
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1.TheMPTmodel:IndependentofTAM,Scherer(Scherer1986)developedthematchingpersonand
technologymodelin1986aspartofherNationalScienceFoundationfundeddissertationresearch.The
MPTmodelisfullydescribedinher1993text(Scherer2005,1sted.1993),"LivingintheStateofStuck",
nowinits4thedition.TheMPTmodelhasaccompanyingassessmentmeasuresusedintechnologyselection
anddecisionmaking,aswellasoutcomesresearchondifferencesamongtechnologyusers,nonusers,
avoiders,andreluctantusers.
2.TheHMSAM:TAMhasbeeneffectiveforexplainingmanykindsofsystemsuse(i.e.elearning,learning
managementsystems,webportals,etc.)(Fathema,Sutton,2013,Fathema,Shannon,Ross,2015,Fathema,
Ross,Witte,2014).However,TAMisnotideallysuitedtoexplainadaptionofpurelyintrinsicorhedonic
systems(e.g.,onlinegames,music,learningforpleasure).Thus,analternativemodeltoTAM,calledthe
hedonicmotivationsystemadoptionmodel(HMSAM)wasproposedforthesekindsofsystemsbyLowryet
al.(Lowryetal.Roberts).HMSAMisdesignedtoimprovetheunderstandingofhedonicmotivationsystems
(HMS)adoption.HMSaresystemsusedprimarilytofulfillusers'intrinsicmotivations,suchforonline
gaming,virtualworlds,onlineshopping,learning/education,onlinedating,digitalmusicrepositories,social
networking,onlypornography,gamifiedsystems,andforgeneralgamification.InsteadofaminorTAM
extension,HMSAMisanHMSspecificsystemacceptancemodelbasedonanalternativetheoretical
perspective,whichisinturngroundedinflowbasedcognitiveabsorption(CA).HMSAMmaybeespecially
usefulinunderstandinggamificationelementsofsystemsuse.
3.ExtendedTAM:SeveralstudiesproposedextensionoforiginalTAM(Davis,1989)byaddingexternal
variablesinitwithanaimofexploringtheeffectsofexternalfactorsonusers'attitude,behavioralintention
andactualuseoftechnology.Severalfactorshavebeenexaminedsofar.Forexample,perceivedself
efficacy,facilitatingconditions,andsystemsquality(Fathema,Shannon,Ross,2015,Fathema,Ross,Witte,
2014).

Criticisms
TAMhasbeenwidelycriticised,despiteitsfrequentuse,leadingtheoriginalproposerstoattempttoredefineit
severaltimes.CriticismsofTAMasa"theory"includeitsquestionableheuristicvalue,limitedexplanatoryand
predictivepower,triviality,andlackofanypracticalvalue(Chuttur2009).BenbasatandBarkisuggestthatTAM
"hasdivertedresearchers'attentionawayfromotherimportantresearchissuesandhascreatedanillusionof
progressinknowledgeaccumulation.Furthermore,theindependentattemptsbyseveralresearcherstoexpand
TAMinordertoadaptittotheconstantlychangingITenvironmentshaslead[sic]toastateoftheoreticalchaos
andconfusion"(Benbasat&Barki2007).Ingeneral,TAMfocusesontheindividual'user'ofacomputer,withthe
conceptof'perceivedusefulness',withextensiontobringinmoreandmorefactorstoexplainhowauser
'perceives''usefulness',andignorestheessentiallysocialprocessesofISdevelopmentandimplementation,without
questionwheremoretechnologyisactuallybetter,andthesocialconsequencesofISuse.Luncefordarguesthatthe
frameworkofperceivedusefulnessandeaseofuseoverlooksotherissues,suchascostandstructuralimperatives
thatforceusersintoadoptingthetechnology.[3]ForarecentanalysisandcritiqueofTAM,seeBagozzi(Bagozzi
2007).
Legrisetal.[4]claimthat,together,TAMandTAM2accountforonly40%ofatechnologicalsystem'suse.
Perceivedeaseofuseislesslikelytobeadeterminantofattitudeandusageintentionaccordingtostudiesof
telemedicine(Huetal.1999),mobilecommerce(Wu&Wang2005,andonlinebanking(Pikkarainen2004).

Seealso
Diffusion
Diffusionofinnovations
Domesticationtheory
Lazyusermodel
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Listofmarketingtopics
Newproductdevelopment
Productlifecyclemanagement
Researchanddevelopment
Technologyadoptionlifecycle
Technologylifecycle
Theoryofplannedbehavior

References
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FarwaShah(20151009)."Impactofindividualismand
collectivismovertheindividual'stechnologyacceptance
behaviour:AmultigroupanalysisbetweenPakistanand
Turkey".JournalofEnterpriseInformation
Management.28(6):747768.doi:10.1108/JEIM12
20140124.ISSN17410398.
2.Huser,V.Narus,S.P.Rocha,R.A.(2010).
"EvaluationofaflowchartbasedEHRquerysystem:A
casestudyofRetroGuide".JournalofBiomedical
Informatics.43(1):4150.
doi:10.1016/j.jbi.2009.06.001.PMC2840619 .
PMID19560553.
3.Lunceford,Brett(2009)."ReconsideringTechnology
AdoptionandResistance:ObservationsofaSemi
Luddite".ExplorationsinMediaEcology.8(1):2947.
4.Legrisetal.2003,p.191.

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Adams,D.ANelson,R.R.Todd,P.A.(1992),"Perceivedusefulness,easeofuse,andusageof
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