Technology Acceptance Model (TAM)

1. Technology Acceptance Model (TAM) Damian Gordon

2. 1989 Technology Acceptance Model • The Technology Acceptance Model (TAM) is an information systems theory that models how users come to accept a technology and how they use that technology. • Developed by Fred Davis in 1989

3. Fred Davis • Fred D. Davis’s 1989 articles in MIS Quarterly and Management Science are the most highly cited articles in those journals. • Davis is listed in ISI HighlyCited.com, which features “the world's most influential researchers”.

4. 1989 Technology Acceptance Model Perceived Usefulness Intention to Use Usage Behaviour Perceived Ease of Use

5. First, a bit of history...

6. 1975 Acceptance Models • Theory of Reasoned Action (TRA) • developed by Martin Fishbein and IcekAjzen

7. 1975 Acceptance Models • Theory of Reasoned Action (TRA) • TRA suggests that a person's behavioural intention depends on the person's attitude about the behaviour (“Would I do this sort of thing normally?”) and subjective norms (“Would other people in the group do this?”).

8. 1975 Theory of Reasoned Action Attitude Towards Behaviour Behavioural Intention Behaviour Subjective Norm

9. 1985 Acceptance Models • Theory of Planned Behaviour (TPB) • developed by IcekAjzen

10. 1985 Acceptance Models • Theory of Planned Behaviour (TPB) • Extension of his Theory of Reasoned Action (TRA), since TRA states that actual behaviour is highly related to behavioural intention, but the results of some studies show that, because of circumstantial limitations, behavioural intention does not always lead to actual behaviour.

11. 1985 Acceptance Models • Theory of Planned Behaviour (TPB) • TPB adds the notion of Perceived behavioural control which refers to a person’s perceptions of their ability to perform a given behaviour.

12. 1985 Theory of Planned Behaviour Attitude Towards Behaviour Behavioural Intention Behaviour Subjective Norm Perceived Behavioural Control

13. 1995 Acceptance Models • Decomposed Theory of Planned Behaviour (DTPB) • developed by Taylor and Todd • Like the TPB but decomposes the attitudinal, normative and control beliefs into multidimensional constructs, which provides more explanatory power, better diagnostic value and strengthens the ability of the model to explain behavioural intention.

14. 1995 Decomposed Theory of Planned Behaviour Ease-of-Use Attitude Towards Behaviour Perceived Usefulness Compatibility Behavioural Intention Behaviour Peer Influence Subjective Norm Superior’s Influence Self-efficacy Resource facilitating condition Perceived Behavioural Control Technology facilitating condition

15. Other Models • Diffusion of Innovations Theory (DIT) • Innovation Diffusion Theory (IDT) • The Social Cognitive Theory (SCT) • The Motivational Model (MM) • The Model of PC Utilisation (MPCU) • Unified Theory of Acceptance and Use of Technology (UTAUT) • Matching Person & Technology (MPT)

16. So onto the Technology Acceptance Model (TAM)

17. 1989 Technology Acceptance Model • When users are presented with a new technology, two key factors influence their decision about how and when they will use it: • Perceived usefulness (PU) - the degree to which a person believes that using a particular system would enhance his or her job performance. • Perceived ease-of-use (PEOU) - the degree to which a person believes that using a particular system would be free from effort.

18. 1989 Technology Acceptance Model Perceived Usefulness Intention to Use Usage Behaviour Perceived Ease of Use

19. 1989 Technology Acceptance Model

20. 1989 Technology Acceptance Model