Technology acceptance model

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 software package, 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 (EOU) Davis defined this as "the degree to which a person believes that using a particular system would be free from effort" (Davis, 1989).

History

The technology acceptance model is one of the most influential extensions of Ajzen and Fishbein?s 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) (Venkatesh et al., 2003).

See also

• product life cycle management
• diffusion
• new product development
• research and development
• list of information technology management topics
• list of marketing topics

References

Adams, D. A., Nelson, R. R., & Todd, P. A. (1992). Perceived usefulness, ease of use, and usage of information technology: A replication. MIS Quarterly, 16, 227-247.

Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behaviour. Eaglewood Cliffs, NJ: Prentice-Hall.

Bagozzi, R. P., Davis, F. D., & Warshaw, P. R. (1992). Development and test of a theory of technological learning and usage. Human Relations, 45(7), 660-686.

Bass, F. M. (1969). A new product growth model for consumer durables. Management Science, 15, 215-227.

Bass, F. M. (1986). The adoption of a marketing model: Comments and observations. In V. Mahajan & Y. Wind (Eds.), Innovation Diffusion Models of New Product Acceptance. Cambridge, Mass.: Ballinger.

Budd, R. J. (1987). Response bias and the theory of reasoned action. Social Cognition, 5, 95-107.

Czaja, S. J., Hammond, K., Blascovich, J. J., & Swede, H. (1986). Learning to use a word processing system as a function of training strategy. Behaviour and Information Technology, 5, 203-216.

Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.

Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35, 982-1003.

Hendrickson, A. R., Massey, P. D., & Cronan, T. P. (1993). On the test-retest reliability of perceived usefulness and perceived ease of use scales. MIS Quarterly, 17, 227-230.

Keil, M., Beranek, P. M., & Konsynski, B. R. (1995). Usefulness and ease of use: field study evidence regarding task considerations. Decision Support Systems, 13(1), 75-91.

Segars, A. H., & Grover, V. (1993). Re-examining perceived ease of use and usefulness: A confirmatory factor analysis. MIS Quarterly, 17, 517-525.

Stewart, T. (1986). Task fit, ease-of-use and computer facilities. In N. Bjørn-Anderson, K. Eason, & D. Robey (Eds.), Managing computer impact: An international study of management and organizations (pp. 63-76). Norwood, NJ: Ablex.

Subramanian, G. H. (1994). A replication of perceived usefulness and perceived ease of use measurement. Decision Sciences, 25(5/6), 863-873.

Szajna, B. (1994). Software evaluation and choice: predictive evaluation of the Technology Acceptance Instrument. MIS Quarterly, 18(3), 319-324.

Tornatzky, L. G., & Klein, R. J. (1982). Innovation characteristics and innovation adoption-implementation: A meta-analysis of findings. IEEE Transactions on Engineering Management, EM-29, 28-45.

Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, (46:2), 186-204.

Venkatesh, V., Morris, M. G., Davis, G.B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, (27:3), 425-478.

Wildemuth, B. M. (1992). An empirically grounded model of the adoption of intellectual technologies. Journal of the American Society for Information Science, 43(3), 210-224.