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Concept
Technology acceptance model
Summary
The technology acceptance model (TAM) is an information systems theory that models how users come to accept and use a technology.
The actual system use is the end-point where people use the technology. Behavioral intention is a factor that leads people to use the technology. The behavioral intention (BI) is influenced by the attitude (A) which is the general impression of the 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 their job performance". It means whether or not someone perceives that technology to be useful for what they want to do.
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" (). If the technology is easy to use, then the barriers conquered. If it's not easy to use and the interface is complicated, no one has a positive attitude towards it.
External variables such as social influence is an important factor to determine the attitude. When these things (TAM) are in place, people will have the attitude and intention to use the technology. However, the perception may change depending on age and gender because everyone is different.
The TAM has been continuously studied and expanded—the two major upgrades being the TAM 2 ( & ) and the unified theory of acceptance and use of technology (or UTAUT, ). A TAM 3 has also been proposed in the context of e-commerce with an inclusion of the effects of trust and perceived risk on system use ().
TAM is one of the most influential extensions of Ajzen and Fishbein's theory of reasoned action (TRA) in the literature. Davis's technology acceptance model (Davis, 1989; Davis, Bagozzi, & Warshaw, 1989)
is the most widely applied model of users' acceptance and usage of technology
(Venkatesh, 2000).
Official source
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