This document presents an overview of a lesson on the technology acceptance model (TAM). The objective is to introduce key concepts of TAM, have student groups design concept maps of TAM, and summarize. TAM is presented as attempting to understand technology acceptance in organizations. It includes four versions and draws from other models like the theory of reasoned action. The core idea is that two key factors, perceived usefulness and perceived ease of use, influence users' decisions about adopting technologies.

1. Human Centered Computing
IFI7172, Lesson 5
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2. Objective
• The objective of this lesson is to
– Present reading key concepts; (1:30 h)
– Gather groups and design concept maps. (30m)
– Sum up (15m)
• Address the notion behind the technology acceptance
model;
• Basic Concept underlying the model; and
• Explain it different variation and construct definitions.
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3. Technology acceptance model
READING ASSIGN 3

4. STS Common understand
– Group of 4 work on a common understand
• 30 minutes
– go to TAM Key concepts
– build a Concept map or Mind map base on those concepts
and your previous reading
» you can use Cmaps tools
» or you can use this online tools
• http://www.wisemapping.com/
• http://www.mindmeister.com/
– Present
• 10 minutes
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5. Fundamental notions
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6. Main idea behind model
• Technology acceptance model
– is an attempt to better understand the process of
technology acceptance within organizations
• It includes 4 versions
– TAM 1
– TAM 2
– TAM 3
– UTAUT
Basic Concept underlying the model
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7. Technology acceptance model
• Main Idea behind the model
– 2 key factors affects their adoption/acceptance
decision
• HOW and WHEN they they will use it
• It replaces TRA’s attitude measures with
– technology acceptance measures
• ease of use, and usefulness

8. Models that support TAM
• Theory of Reasoned Action (TRA)
– Motivational Model (MM)
• this models aims to predict behavioral intention
• Theory of Planned Behavior (TPB)
– Decomposed Theory of Planned Behavior (DTPB)
– Links beliefs and behaviors; and was made to improve
TRA
• Technology Acceptance model (TAM)
– Is an extension of theory of reasoned action (TRA)
– Also combines TRA and TPB

9. Theory of Reasoned Action (TRA)
Attitude Towards
Behaviour
Subjective
Norm
Behavioural
Intention
Behaviour
Motivational Model (MM)
Need, Desire,
Expectancy,
Anticipation
Behaviour Action Goal Incentive
Behaviour
Modification

10. Model Core Constructs Definitions
Theory of Planned
Behavior (TPB)
Attitude Toward
Behavior
Adapted from TRA
Subjective Norm Adapted from TRA
Perceived Behavioral
Control
• the perceived ease or difficulty of performing the behavior
• In context of IS research, perceptions of internal and
external constraints on behavior
Theory of Reasoned
Action (TRA)
Attitude Toward
Behavior
individual’s positive or negative feelings about performing
the target behavior
Subjective Norm
the person’s perception that most people who are
important to him think he should or should not perform the
behavior in question
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11. Decomposed Theory of
Planned Behaviour
1995
Attitude
Towards
Behaviour
Subjective
Norm
Behavioural
Intention
Behaviour
Perceived
Behavioural
Control
Ease-of-Use
Perceived
Usefulness
Compatibility
Peer Influence
Superior’s
Influence
Self-efficacy
Resource
facilitating
condition
Technology
facilitating
condition
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12. Technology Acceptance Model
• Cmbines TRA and TPB
– Replaces TRA’s attitude measures with
• technology acceptance measures
– Perceived usefulness (PU)
– Perceived ease-of-use (PEOU)
1989
Attitude Towards Using
Perceived
Usefulness
Perceived Ease of
Use
Behavioural Intention Actual Use
Subjective norm
Perceived Behaviour
control
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13. Venkatesh, V. and Davis, F.D. "A Theoretical Extension of
the Technology Acceptance Model: Four Longitudinal
Field Studies," Management Science, 46, 2000, 186-204.
Social
influence
process
Cognitive process
TAM2
Technology Acceptance Model
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14. TAM3
Technology Acceptance Model
Venkatesh, V. and Bala, H. “TAM 3: Advancing the
Technology Acceptance Model with a Focus on
Interventions,” Manuscript in-preparation.

15. Technology Acceptance Model (TAM2)
Model Core Constructs Definitions
Combined TAM
and TPB (C-TAM-TPB)
Perceived
Usefulness
the degree to which a person believes that using a
particular system would enhance job performance
Perceived Ease of
Use
the degree to which a person believes that using a
particular system would be free of effort
Subjective Norm Adapted from TRA/TPB. Included in TAM2 only
Attitude Toward
using
Adapted from TRA/TPB
Perceived
Behavioral
Control
Adapted from TRA/TPB
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16. UTAUT Research Model
• Integrates elements across the above models
– 4 core determinants of intention and usage,
– 4 moderators of key relationship
Performance
Expectancy
Effort
Expectancy
Social
Influence
Facilitating
Conditions
Gender
Behavioral
Intention
Usage
Behavior
Age Experience
Voluntariness
of Use

17. Unified theory of acceptance and use
of technology UTAUT
Performance
Expectancy
Effort
Expectancy
Social
Influence
Facilitating
Conditions
Gender
Behavioral
Intention
Usage
Behavior
Age Experience
Voluntariness
of Use
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18. Construct Definitions
• Attitude:
– Individual's positive or negative feeling about performing the
target behavior (e.g., using a system).
• Behavioral intention:
– The degree to which a person has formulated conscious plans to
perform or not perform some specified future behavior.
• Computer anxiety:
– The degree of an individual’s apprehension, or even fear, when
she/he is faced with the possibility of using computers.
• Computer playfulness:
– The degree of cognitive spontaneity in microcomputer
interactions.
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19. Construct Definitions
• Computer self-efficacy:
– The degree to which an individual beliefs that he or she has the
ability to perform specific task/job using computer.
• Effort expectancy:
– The degree of ease associated with the use of the system.
• Facilitating conditions:
– The degree to which an individual believes that an
organizational and technical infrastructure exists to support use
of the system.
• Image:
– The degree to which use of an innovation is perceived to
enhance one's status in one's social system.
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20. Construct Definitions
• Job relevance:
– Individual's perception regarding the degree to which the
target system is relevant to his or her job.
• Objective usability:
– A comparison of systems based on the actual level (rather
than perceptions) of effort required to complete specific
tasks.
• Output quality:
– The degree to which an individual believes that the system
performs his or her job tasks well.
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21. Construct Definitions
• Performance expectancy:
– The degree to which an individual believes that using the
system will help him or her to attain gains in job
performance.
• Perceived ease of use:
– See the definition of effort expectancy.
• Perceived enjoyment:
– The extent to which the activity of using a specific system
is perceived to be enjoyable in it’s own right, aside from
any performance consequences resulting from system use.
• Perceived usefulness:
– See the definition of performance expectancy.

22. Construct Definitions
• Perception of external control:
– See the definition of facilitating conditions.
• Result demonstrability:
– Tangibility of the results of using the innovation.
• Social influence:
– The degree to which an individual perceives that important
others believe he or she should use the new system.
• Subjective norm:
– Person's perception that most people who are important to him
think he should or should not perform the behavior in question.
• Voluntariness:
– The extent to which potential adopters perceive the adoption
decision to be non-mandatory.
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