.

1. Development, Extension, and
Application: A Review of the
Technology Acceptance Model
Jason Sharp
Computer Information Systems
Tarleton State University
Stephenville, Texas, USA
jsharp@tarleton.edu
ISECON 2006

2. Introduction
 Question: Why do people accept or reject technology?
 Technology Acceptance Model (TAM)
 Geared specifically toward information technology
 Strong reliability and validity of instruments
 Extensive research: 147 articles between 1990 and 2003
 Good example of how a model is extended and applied
 Purpose:
 To examine the development, extension, and application of TAM
in order to identify potential areas of research for future study
 To provide IS educators with a foundation for guiding students in
regard to the TAM literature
 To provide a starting point for evaluating educational technologies
 To serve as a general reference for those interested in technology
acceptance
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3. Methodology
 Keyword search of ABI Inform, Academic Search
Premier, and IEEE Express
 Criteria:
 Extension of Legris, Ingham, and Collerette (2003)
 Prior analysis of articles from 1980 to 2001
 Current analysis of articles from 2001 to 2005
 Compared articles utilizing a quantitative research method
 PLS, LISREL, path or regression analysis
 Broader range of journals than Legris et al. (2003)
 Prior analysis included only six IT related journals
 Articles grouped on logical categories chosen by the
author (Strauss & Corbin, 1998)
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4. A Review of the Technology Acceptance Model
Development
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5. Development: TAM (Original)
Perceived
Usefulness
Attitude Intention to Usage
Use Behavior
Perceived
Ease of Use
Perceived ease of use – “the degree to which a person
believes that using a particular system would be free of
Davis (1989) effort” (Davis, 1989, p. 320)
Perceived usefulness – “the degree to which a person
believes that using a particular system would enhance
his or her job performance” (p. 320)
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6. Development: TAM (Original)
 Study 1
 Technology: PROFS electronic mail and XEDIT editor
 Sample Size: 120 users employed by IBM
 Study 2
 Technology: Chart-Master and Pendraw
 Sample Size: 40 MBA students
 Overall Findings:
 Perceived Usefulness significant determinant of Usage
 Perceived Ease of Use significant determinant of Usage
 Effect of Perceived Usefulness significantly greater than Perceived
Ease of Use
 Attitude does not fully mediate effect of Perceived Usefulness and
Perceived Ease of Use on Behavior
 Perceived Ease of Use as an antecedent of Perceived Usefulness
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7. Development: TAM (Parsimonious)
 Study (Davis, Bagozzi, and Warshaw, 1989)
 Technology: WriteOne, word processor
 Sample Size: 107 MBA students
 Overall Findings
 Perceived Usefulness strong significant determinant of Usage
 Perceived Ease of Use significant determinant of Usage, but
significantly weaker than Perceived Usefulness
 Attitude only partially mediated effects of Perceived Usefulness
and Perceived Ease of Use on Usage
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8. Development: TAM (Parsimonious)
Perceived
Usefulness
Intention to Usage
Use Behavior
Perceived
Ease of Use
Davis, Bagozzi, and Warshaw (1989)
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9. Development: TAM2
Experience Voluntariness
Subjective
Norm
Image
Perceived
Usefulness
Job Intention to Usage
Relevance Use Behavior
Perceived
Output Ease of Use
Quality
Venkatesh and Davis (2000)
Result
Demonstrability
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10. Development: TAM2
 Subjective Norm – influence of others on user’s decision to
use or not use
 Image – maintaining a favorable standing
 Job Relevance – degree to which the target system is
applicable
 Output Quality – how well the system performs tasks
 Result Demonstrability – tangible results
 Experience – with the system
 Voluntariness – perception of voluntary/mandatory use
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11. Development: TAM2
 Study 1 (voluntary):
 Technology: Proprietary system
 Sample Size: 38 floor supervisors
 Study 2 (voluntary):
 Technology: Migration to Windows-based environment
 Sample Size: 39 personal financial services employees
 Study 3 (mandatory):
 Technology: Windows-based account management system
 Sample Size: 43 accounting firm services employees
 Study 4 (mandatory):
 Technology: Stock portfolio analysis system
 Sample Size: 36 investment banking employees
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12. Development: TAM2
Experience Voluntariness
Subjective
Norm
Image
Perceived
Usefulness
Job Intention to Usage
Relevance Use Behavior
Perceived
Output Ease of Use
Quality
Venkatesh and Davis (2000)
Result
Demonstrability
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13. Development: Antecedents of Perceived Ease
of Use
Perceived
Computer Usefulness
Self-Efficacy
Intention to Usage
Use Behavior
Objective Perceived
Usability Ease of Use
Computer Self-efficacy – how
does the user feel about their
Direct ability to use technology
Experience
Objective Usability – objective
system measures, e.g., keystroke
Venkatesh and Davis (1996) model, expert to novice
performance comparison
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14. Development: Antecedents of Perceived Ease
of Use
 Study 1:
 Technology: Chartmaster and Pendraw
 Sample Size: 40 MBA students
 Study 2:
 Technology: WordPerfect and Lotus
 Sample Size: 36 undergraduate students
 Study 3:
 Pine (electronic mail) and Gopher (information access)
 Sample Size: 32 part-time MBA students
 Overall Findings
 Before hands-on experience, Computer Self-efficacy was a significant
determinant of Perceive Ease of Use, Objective Usability was not
 After direct experience, both Computer self-efficacy and Objective
Usability were significant determinants of Perceived Ease of Use
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15. Development: Antecedents Revised
Perception of External Control - availability of support staff
Computer Computer Anxiety – apprehension or fear
Self-Efficacy Computer Playfulness – desire to explore and play
Perceived Enjoyment – enjoyable apart from performance
Perception of consequences
External Control
Perceived
Computer Usefulness
Anxiety Intention to Usage
Use Behavior
Computer
Playfulness Perceived
Ease of Use
Perceived
Enjoyment
Venkatesh (2000)
Objective
Usability
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16. Development: Antecedents of Perceived Ease
of Use
Three studies measured three times over three months
 Study 1:
 Technology: Interactive online help desk system
 Sample Size: 58 retail electronic store employees
 Study 2:
 Technology: Multimedia system for property management
 Sample Size: 145 real estate agency employees
 Study 3:
 Technology: Migration to PC-based environment
 Sample Size: 43 financial services employees
 Pooled Results
 T1: Perceived Enjoyment and Objective Usability not significant
 T2: All antecedents significant
 T3: Computer Playfulness not significant
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17. A review of the Technology Acceptance Model
Extension
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18. Extension: Determinants of Intention to Use
Author Determinant Finding
Hu et al. (2005) Availability Not significant
Huang (2005); Moon Perceived Playfulness Not significant
& Kim (2001) Significant
Gong et al. (2004) Computer Self-efficacy Significant
Mathieson et al. Perceived Resources Significant
(2004)
Chau & Hu (2002) Perceived Behavioral Significant
Control
Yi & Hwang (2003) Application Specific Significant
Self-efficacy
Van der Heijden Perceived Enjoyment Significant
(2004)
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19. Extension: Determinants of Attitude
Author Determinant Finding
Huang (2005); Perceived Playfulness Significant
Moon & Kim (2001)
Shih (2004) Relevance Significant
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20. Extension: External Variables of Usefulness
Author External Variable Finding
Hu et al. (2005) Efficiency Gain Significant
Chan & Lu (2004) Perceived Risk Significant
Amoako-Gyampah et Shared Beliefs Significant
al. (2004)
Chau (2001) Computer Attitude Significant
Hong et al. (2001- Relevance Significant
2002); Shih (2004)
Liaw & Huang (2003); Perceived Enjoyment Significant
Yi & Hwang (2003)
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21. Extension: External Variables of Ease of Use
Author External Variable Finding
Amoako-Gyampah et Shared Beliefs, Training Significant
al. (2004)
Chau (2001) Computer Attitude Not significant
Mathieson et al. (2001) Perceived Resources Not significant
Hong et al. (2001- Knowledge of Search Significant
2002) Domain
Hong et al. (2001- Relevance Significant
2002); Shih (2004)
Liaw & Huang (2003) Individual Computer Significant
Experience
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22. A review of the Technology Acceptance Model
Application
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23. Application: Original TAM (Supporting)
Author Technology Sample Size
Hu et al. (2005) COPLINK 283 police officers
Huang (2005) Women-centric 390 subjects
Web site
Amoako-Gyampah ERP system 409 end-users
& Salam (2004)
Mathieson et al. Bulletin board 401 members of IMA
(2001) system
Chau & Hu (2002) Telemedicine 408 physicians
Perceived Usefulness a stronger determinant than Perceived Ease of Use
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24. Application: Original TAM (Opposing)
Author Technology Sample Size
Gong et al. (2004) Web-based 152 teachers
learning system
Moon & Kim (2001) World Wide Web 152 graduate students
Shih (2004) Internet utilization 203 office workers
behavior
Brown et al. (2002) Computer banking 107 bank employees
system
Perceived Ease of Use a stronger determinant than Perceived Usefulness
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25. Application: Influence of Attitude on Intention
Author Finding
Hu et al. (2005) Not significant
Huang (2005) Significant
Amoako-Gyampah & Salam (2004) Significant
Mathieson et al. (2001) Significant
Chau & Hu (2002) Significant
Gong et al. (2004) Significant
Moon & Kim (2001) Significant
Shih (2004) Significant
Brown et al. (2002) Not significant
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26. Application: Parsimonious TAM (Supporting)
Author Technology Sample
Hong et al. (2001- Digital library 585 students
2002)
Chau (2001) General IT usage 360 undergraduate
business students
Liaw & Huang (2003) Search engines 114 medical
students
Lin & Wu (2004) End-user computing 195 workers
Yi & Hwang (2004) Web-based 109 introductory IS
information system students
Perceived Usefulness a stronger determinant than Perceived Ease of Use
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27. Application: Parsimonious TAM (Opposing)
Author Technology Sample
Van der Heijden Hedonic 1114 users of a Dutch
(2004) information system movie Web site
Perceived Ease of Use a stronger determinant than Perceived Usefulness
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28. Application: TAM2 (Mixed results)
Author Technology Sample
Chan & Lu (2004) Internet banking 499 undergraduate and
graduate students
• Subjective Norm and Image significant determinant of
Perceived Usefulness
• Results Demonstrability not a significant determinant of
Perceived Usefulness
• Perceived Ease of Use significant determinant of Perceived
Usefulness, but not of Intention to Use
• Perceived Usefulness significant determinant of Intention to
Use
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29. Application: Environment
Volitional Mandatory
Hu et al. (2005) Davis & Venkatesh (2000)
Huang (2005) Brown et al. (2002)
Amoako-Gyampah & Salam (2004)
Mathieson et al. (2001)
Chau & Hu (2002)
Gong et al. (2004)
Moon & Kim (2001)
Shih (2004)
Hong et al. (2001-2002)
Chau (2001)
Liaw & Huang (2003)
Lin & Wu (2004)
Yi & Hwang (2004)
Van der Heijden (2004)
Chan & Lu (2004)
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30. Research Potential
 Mixed results of Perceived Usefulness and Perceived Ease of
Use as the stronger determinant
 Ten studies supported Perceived Usefulness
 Six studies supported Perceived Ease of Use
 How does the type of technology of affect the results?
 Volitional versus mandatory use environments
 Fifteen studies conducted in volitional environments
 Two studies conducted in mandatory environments
 How does the environment affect the results?
 The role of Attitude
 Seven studies indicated Attitude as a direct determinant
 Two studies indicated Attitude is not a direct determinant
 Does attitude play a greater role than previously thought?
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31. Importance to Information Systems Educators
 Provides a foundation for assisting faculty to guide
students about the history of TAM
 Provides a quick summary of statistical significance of
various determinants and external variables
 Provides a starting point for evaluating educational
technologies
 Provides a ready reference of current technologies
evaluated with TAM
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32. Conclusion
 Examined the development, extension, and application
of TAM
 Identified three specific areas for future research
 Constructed a ready reference for IS educators
 Developed a general overview of TAM for those
interested in technology acceptance
ISECON 2006

33. Development, Extension, and
Application: A Review of the
Technology Acceptance Model
Jason Sharp
Computer Information Systems
Tarleton State University
Stephenville, Texas, USA
jsharp@tarleton.edu
ISECON 2006

34. References
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Chan, S., & Lu, M. (2004). Understanding internet banking adoption and use behavior: A Hong Kong perspective.
Journal of Global Information Management, 12(3), 21-43.
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35. References
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