Technology Acceptance Model


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Technology Acceptance Model

  1. 1. Technology Acceptance Model(TAM)Damian Gordon
  2. 2. Technology Acceptance Model The Technology Acceptance Model (TAM) isan information systems theory that modelshow users come to accept a technology andhow they use that technology. Developed by Fred Davis in 19891989
  3. 3. Fred Davis Fred D. Davis’s 1989articles in MIS Quarterly andManagement Science arethe most highly cited articlesin those journals. Davis is listed in, whichfeatures “the worlds mostinfluential researchers”.
  4. 4. PerceivedUsefulnessPerceivedEase of UseIntention toUseUsageBehaviourTechnology Acceptance Model1989
  5. 5. First, a bit of history...
  6. 6.  Theory of Reasoned Action (TRA) developed by Martin Fishbein and Icek AjzenAcceptance Models1975
  7. 7.  Theory of Reasoned Action (TRA) TRA suggests that a persons behaviouralintention depends on the persons attitudeabout the behaviour (“Would I do this sort ofthing normally?”) and subjective norms(“Would other people in the group do this?”).Acceptance Models1975
  8. 8. AttitudeTowardsBehaviourSubjectiveNormBehaviouralIntentionBehaviourTheory of Reasoned Action1975
  9. 9.  Theory of Planned Behaviour (TPB) developed by Icek AjzenAcceptance Models1985
  10. 10.  Theory of Planned Behaviour (TPB) Extension of his Theory of Reasoned Action(TRA), since TRA states that actualbehaviour is highly related to behaviouralintention, but the results of some studiesshow that, because of circumstantiallimitations, behavioural intention does notalways lead to actual behaviour.Acceptance Models1985
  11. 11.  Theory of Planned Behaviour (TPB) TPB adds the notion of Perceivedbehavioural control which refers to aperson’s perceptions of their ability toperform a given behaviour.Acceptance Models1985
  12. 12. AttitudeTowardsBehaviourSubjectiveNormBehaviouralIntentionBehaviourTheory of Planned Behaviour1985PerceivedBehaviouralControl
  13. 13.  Decomposed Theory of PlannedBehaviour (DTPB) developed by Taylor and Todd Like the TPB but decomposes the attitudinal,normative and control beliefs intomultidimensional constructs, which providesmore explanatory power, better diagnosticvalue and strengthens the ability of themodel to explain behavioural intention.Acceptance Models1995
  14. 14. AttitudeTowardsBehaviourSubjectiveNormBehaviouralIntentionBehaviourDecomposed Theory of PlannedBehaviour1995PerceivedBehaviouralControlEase-of-UsePerceivedUsefulnessCompatibilityPeer InfluenceSuperior’sInfluenceSelf-efficacyResourcefacilitatingconditionTechnologyfacilitatingcondition
  15. 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 ofTechnology (UTAUT) Matching Person & Technology (MPT)
  16. 16. So onto the TechnologyAcceptance Model (TAM)
  17. 17. Technology Acceptance Model When users are presented with a newtechnology, two key factors influence their decisionabout how and when they will use it:– Perceived usefulness (PU) - the degree to which a personbelieves that using a particular system would enhance hisor her job performance.– Perceived ease-of-use (PEOU) - the degree to which aperson believes that using a particular system would be freefrom effort.1989
  18. 18. PerceivedUsefulnessPerceivedEase of UseIntention toUseUsageBehaviourTechnology Acceptance Model1989
  19. 19. Technology Acceptance Model1989
  20. 20. Technology Acceptance Model1989