Technology acceptance model
Encyclopedia
The Technology Acceptance Model (TAM) is an information systems
theory that models how users come to accept and use a technology. The model suggests that when users are presented with a new technology, a number of factors influence their decision about how and when they will use it, notably:
The TAM have been continuously studied and expanded, the two major upgrade being the TAM 2 ( & ) and the Unified Theory of Acceptance and Use of Technology
(or UTAUT). A TAM 3 have also been proposed .
(TRA) in the literature. It was developed by Fred Davis
and Richard Bagozzi . TAM replaces many of TRA’s attitude measures with the two technology acceptance measures— ease of use, and usefulness. TRA and TAM, both of which have strong behavioural elements, assume that when someone forms an intention to act, that they will be free to act without limitation. In the real world there will be many constraints, such as limit the freedom to act .
Bagozzi, Davis and Warshaw say:
Earlier research on the diffusion of innovations
also suggested a prominent role for perceived ease of use. Tornatzky and Klein analysed the adoption, finding that compatibility, relative advantage, and complexity had the most significant relationships with adoption across a broad range of innovation types. Eason studied perceived usefulness in terms of a fit between systems, tasks and job profiles, using the terms "task fit" to describe the metric (quoted in )
Segars and Grover re-examined Adams et al.’s replication of the Davis work. They were critical of the measurement model used, and postulated a different model based on three constructs: usefulness, effectiveness, and ease-of-use. These findings do not yet seem to have been replicated.
Mark Keil and his colleagues have developed (or, perhaps rendered more popularisable) Davis’s model into what they call the Usefulness/EOU Grid, which is a 2×2 grid where each quadrant represents a different combination of the two attributes. In the context of software use, this provides a mechanism for discussing the current mix of usefulness and EOU for particular software packages, and for plotting a different course if a different mix is desired, such as the introduction of even more powerful software .
Venkatesh and Davis extended the original TAM model to explain perceived usefulness and usage intentions in terms of social influence and cognitive instrumental processes. The extended model, referred to as TAM2, was tested in both voluntary and mandatory settings. The results strongly supported TAM2 .
In an attempt to integrate the main competing user acceptance models, Venkatesh et al. formulated the Unified Theory of Acceptance and Use of Technology
(UTAUT). This model was found to outperform each of the individual models (Adjusted R square of 69 percent) . UTAUT has been adopted by some recent studies in healthcare .
Independent of TAM, Scherer developed the Matching Person & Technology Model
in 1986 as part of her National Science Foundation-funded dissertation research. The MPT Model is fully described in her 1993 text , "Living in the State of Stuck," now in its 4th edition. The MPT Model has accompanying assessment measures used in technology selection and decision-making, as well as outcomes research on differences among technology users, non-users, avoiders, and reluctant users.
important research issues and has created an illusion of progress in knowledge accumulation. Furthermore, the
independent attempts by several researchers to expand TAM in order to adapt it to the constantly changing IT environments has lead[sic] to a state of theoretical chaos and confusion" . In general TAM focuses on the individual 'user' of a computer, with the concept of 'perceived usefulness', with extension to bring in more and more factors to explain how a user 'perceives' 'usefulness', and ignores the essentially social processes of IS development and implementation, without question where more technology is actually better, and the social consequences of IS use. For a recent analysis and critique of TAM see Bagozzi .
Information systems
Information Systems is an academic/professional discipline bridging the business field and the well-defined computer science field that is evolving toward a new scientific area of study...
theory that models how users come to accept and use a technology. The model suggests that when users are presented with a new technology, a number of factors influence their decision about how and when they will use it, notably:
- Perceived usefulness (PU) - This was defined by Fred Davis as "the degree to which a person believes that using a particular system would enhance his or her job performance".
- Perceived ease-of-use (PEOU) - Davis defined this as "the degree to which a person believes that using a particular system would be free from effort" .
The TAM have been continuously studied and expanded, the two major upgrade being the TAM 2 ( & ) and the Unified Theory of Acceptance and Use of Technology
Unified Theory of Acceptance and Use of Technology
-Background:Unified theory of acceptance and use of technology is a technology acceptance model formulated by Venkatesh and others in "User acceptance of information technology: Toward a unified view". The UTAUT aims to explain user intentions to use an information system and subsequent usage...
(or UTAUT). A TAM 3 have also been proposed .
History
TAM is one of the most influential extensions of Ajzen and Fishbein’s theory of reasoned actionTheory of reasoned action
The theory of reasoned action , developed by Martin Fishbein and , derived from previous research that started out as the theory of attitude, which led to the study of attitude and behavior...
(TRA) in the literature. It was developed by Fred Davis
Fred Davis
-Sports:* Fred Davis , English billiards and snooker champion* Fred Davis , English football player* Fred Davis fl...
and Richard Bagozzi . TAM replaces many of TRA’s attitude measures with the two technology acceptance measures— ease of use, and usefulness. TRA and TAM, both of which have strong behavioural elements, assume that when someone forms an intention to act, that they will be free to act without limitation. In the real world there will be many constraints, such as limit the freedom to act .
Bagozzi, Davis and Warshaw say:
- Because new technologies such as personal computers are complex and an element of uncertainty exists in the minds of decision makers with respect to the successful adoption of them, people form attitudes and intentions toward trying to learn to use the new technology prior to initiating efforts directed at using. Attitudes towards usage and intentions to use may be ill-formed or lacking in conviction or else may occur only after preliminary strivings to learn to use the technology evolve. Thus, actual usage may not be a direct or immediate consequence of such attitudes and intentions.
Earlier research on the diffusion of innovations
Diffusion of innovations
Diffusion of Innovations is a theory that seeks to explain how, why, and at what rate new ideas and technology spread through cultures. Everett Rogers, a professor of rural sociology, popularized the theory in his 1962 book Diffusion of Innovations...
also suggested a prominent role for perceived ease of use. Tornatzky and Klein analysed the adoption, finding that compatibility, relative advantage, and complexity had the most significant relationships with adoption across a broad range of innovation types. Eason studied perceived usefulness in terms of a fit between systems, tasks and job profiles, using the terms "task fit" to describe the metric (quoted in )
Usage
Several researchers have replicated Davis’s original study to provide empirical evidence on the relationships that exist between usefulness, ease of use and system use . Much attention has focused on testing the robustness and validity of the questionnaire instrument used by Davis. Adams et al. replicated the work of Davis to demonstrate the validity and reliability of his instrument and his measurement scales. They also extended it to different settings and, using two different samples, they demonstrated the internal consistency and replication reliability of the two scales. Hendrickson et al. found high reliability and good test-retest reliability. Szajna found that the instrument had predictive validity for intent to use, self-reported usage and attitude toward use. The sum of this research has confirmed the validity of the Davis instrument, and to support its use with different populations of users and different software choices.Segars and Grover re-examined Adams et al.’s replication of the Davis work. They were critical of the measurement model used, and postulated a different model based on three constructs: usefulness, effectiveness, and ease-of-use. These findings do not yet seem to have been replicated.
Mark Keil and his colleagues have developed (or, perhaps rendered more popularisable) Davis’s model into what they call the Usefulness/EOU Grid, which is a 2×2 grid where each quadrant represents a different combination of the two attributes. In the context of software use, this provides a mechanism for discussing the current mix of usefulness and EOU for particular software packages, and for plotting a different course if a different mix is desired, such as the introduction of even more powerful software .
Venkatesh and Davis extended the original TAM model to explain perceived usefulness and usage intentions in terms of social influence and cognitive instrumental processes. The extended model, referred to as TAM2, was tested in both voluntary and mandatory settings. The results strongly supported TAM2 .
In an attempt to integrate the main competing user acceptance models, Venkatesh et al. formulated the Unified Theory of Acceptance and Use of Technology
Unified Theory of Acceptance and Use of Technology
-Background:Unified theory of acceptance and use of technology is a technology acceptance model formulated by Venkatesh and others in "User acceptance of information technology: Toward a unified view". The UTAUT aims to explain user intentions to use an information system and subsequent usage...
(UTAUT). This model was found to outperform each of the individual models (Adjusted R square of 69 percent) . UTAUT has been adopted by some recent studies in healthcare .
Independent of TAM, Scherer developed the Matching Person & Technology Model
Matching Person & Technology Model
The Matching Person & Technology Model organizes influences on the successful use of a variety of technologies: Assistive Technology, Educational Technology, and those used in the workplace, school, home; for healthcare, for mobility and performing daily activities...
in 1986 as part of her National Science Foundation-funded dissertation research. The MPT Model is fully described in her 1993 text , "Living in the State of Stuck," now in its 4th edition. The MPT Model has accompanying assessment measures used in technology selection and decision-making, as well as outcomes research on differences among technology users, non-users, avoiders, and reluctant users.
Criticisms
TAM has been widely criticised, despite its frequent use, leading the original proposers to attempt to redefine it several times. Criticisms of TAM as a "theory" include its lack of falsifiability, questionable heuristic value, limited explanatory and predictive power, triviality, and lack of any practical value. Benbasat and Barki suggest that TAM "has diverted researchers’ attention away from otherimportant research issues and has created an illusion of progress in knowledge accumulation. Furthermore, the
independent attempts by several researchers to expand TAM in order to adapt it to the constantly changing IT environments has lead[sic] to a state of theoretical chaos and confusion" . In general TAM focuses on the individual 'user' of a computer, with the concept of 'perceived usefulness', with extension to bring in more and more factors to explain how a user 'perceives' 'usefulness', and ignores the essentially social processes of IS development and implementation, without question where more technology is actually better, and the social consequences of IS use. For a recent analysis and critique of TAM see Bagozzi .
See also
- Technology adoption lifecycleTechnology Adoption LifeCycleThe technology adoption lifecycle is a sociological model developed by Joe M. Bohlen, George M. Beal and Everett M. Rogers at Iowa State University, building on earlier research conducted there by Neal C. Gross and Bryce Ryan...
- Technology lifecycleTechnology lifecycleMost new technologies follow a similar technology maturity lifecycle describing the technological maturity of a product. This is not similar to a product life cycle, but applies to an entire technology, or a generation of a technology....
- Theory of Planned BehaviorTheory of planned behaviorIn psychology, the theory of planned behavior is a theory about the link between attitudes and behavior. It was proposed by Icek Ajzen as an extension of the theory of reasoned action. It is one of the most predictive persuasion theories...
- decomposed Theory of Planned Behavior
- product life cycle managementProduct life cycle managementProduct life-cycle management is the succession of strategies used by business management as a product goes through its life-cycle. The conditions in which a product is sold changes over time and must be managed as it moves through its succession of stages.Product life-cycle Like human beings,...
- diffusionDiffusion (business)Diffusion is the process by which a new idea or new product is accepted by the market. The rate of diffusion is the speed that the new idea spreads from one consumer to the next. Adoption is similar to diffusion except that it deals with the psychological processes an individual goes through,...
- Diffusion of InnovationsDiffusion of innovationsDiffusion of Innovations is a theory that seeks to explain how, why, and at what rate new ideas and technology spread through cultures. Everett Rogers, a professor of rural sociology, popularized the theory in his 1962 book Diffusion of Innovations...
- Domestication theoryDomestication theoryDomestication theory is an approach in science and technology studies and media studies that describes the processes by which innovations, especially new technology is 'tamed' or appropriated by its users. First, technologies are integrated into everyday life and adapted to daily practices....
- new product developmentNew product developmentIn business and engineering, new product development is the term used to describe the complete process of bringing a new product to market. A product is a set of benefits offered for exchange and can be tangible or intangible...
- research and developmentResearch and developmentThe phrase research and development , according to the Organization for Economic Co-operation and Development, refers to "creative work undertaken on a systematic basis in order to increase the stock of knowledge, including knowledge of man, culture and society, and the use of this stock of...
- list of information technology management topics
- list of marketing topics
- Lazy User ModelLazy User ModelLazy User Model of Solution Selection is a model in information systems proposed by Tétard and Collan that tries to explain how an individual selects a solution to fulfill a need from a set of possible solution alternatives...