This document provides an overview of three models for understanding technology adoption in education: the Technology Acceptance Model (TAM), the Substitution, Augmentation, Modification, Redefinition (SAMR) model, and the Technological Pedagogical Content Knowledge (TPCK) model. It includes activities for applying each model and discusses survey results finding educators agree that change is a process, reflection is important, and resistance to technology change exists.

1. EDUC 5105:
Technology Diffusion in
Education
Erica Sanders, Katherine Marconato, Jaclyn
Calder and Safia Dakri

2. Tonight's Presentation
• Introduction and Survey Results
• Technology Acceptance Model (TAM) Overview and
activity
• Substitution, Augmentation, Modification, Redefinition
(SAMR) Overview and Activity
• Technology, Pedagogy, Content, Knowledge (TPCK)
Overview and Activity

3. How far have we come?

4. How far have we come?

5. We Agree!
A few results from the surveys
• 100% said they agree or strongly agree that
individuals respond to change in various ways
• 90% said they agree or strongly agree to the
statement: Taking time to reflect on new practices is
an important part of the change process
• 90% said they agree or strongly agree to the
statement: Change is a process that takes time.
• 90% said they agree or strongly agree that they have
seen resistance to change (specific to technology) in
their workplace

6. Interesting...

7. Theory of Reasoned Action
(TRA)
Developed by Fishbein and Ajzen (1975)
Theory of Reasoned Action: defines the links between beliefs, attitudes, norms,
intentions, and behaviors of individuals
Behavioural Intention = Attitudes + Subject Norms

8. Technology Acceptance
Model (TAM)
Developed by Davis (1986)
Purpose: to predict the acceptability of a tool and to
identify the modifications which must be brought to the
system in order to make it acceptable to users.
Determined by 2 main factors:
Perceived usefulness: the degree to which a person
believes that the use of a system will improve his/her
performance
Perceived ease of use: the degree to which a person
believes that the use of a system will be effortless

9. Technology Acceptance
Model
From Davis, Bagozzi et Warshaw (1989)

10. Adding Contextual
Specificity
From McFarland & Hamilton (2006)

11. TAM Activity
As a large group discussion we are going to brainstorm a
list of technologies used in education and discuss them
based on the TAM model.
Is there a perceived need in your workplace?
What is perceived ease of use in your workplace?

12. SAMR Model - Introduction
Ruben Puentedura's (2006) model for enhancing
technology integration and understanding the level of
implementation required from them.

13. SAMR Model - Stages
Defined
Technology transforms the
learning that is taking place
because there is more
participative learning taking
place and the learners are
more engaged
Technology enhances the
learning that is taking
place with elements to
help improve the level of
task, minor enhacements
allows for easier use and
facilitates task
completion.
Image Source: http://langwitches.org/blog/wp-content/uploads/2011/08/SAMR-Model.jpg

14. SAMR - Examples

15. SMAR: Guiding Questions
• Substitution
o What is there to gain?
• Substitution to Augmentation:
o Have I added a feature to the task the process that couldn’t be done
otherwise?
o How does the feature contribute to the enhancement of learning?
• Augmentation to Modification
o How is the original task being modified?
o Does modification depend on new technology?
o How does modification continue to the transformation of learning?
• Modification to Redefinition
o What is the new task?
o Have the task been replaced or supplemented?
o How is it uniquely made possible by technology?

16. SAMR Activity
Using the SMAR model and the guided questions,
discuss how technology has been adapted in your work
or learning during each stage of SMAR or how it could
be.
You may choose to talk about one scenario at all levels
or different situations that apply to each one of the levels.
In breakout rooms:

17. SAMR & Apps
Poster source: http://appsineducation.blogspot.ca/2012/11/samr-model-apps-poster.html by Swanson

18. TPCK
Model
Tries to explain the
knowledge required by
teachers
TK
PK
CK
TPK
PCK
TCK
TPACK
www.tpack.org Reproduced by permission of the publisher, ©
2012 by tpack.org

19. TPCK Activity
At the link below, put examples of knowledge a teacher would
need to have to plan a good unit of study on sustainable
ecosystems for a gr 9 science class.
- pink sticky = TK (tech)
- blue sticky = CK (content)
- yellow sticky = PK (pedagogical)
*green sticky - if you have any links, articles, resources re:
TPACK to share

20. Overview
Everyone has their own way of accepting and adopting new
technologies.
Experience, attitude, and task role all play into how and
why we use specific technologies.
TAM, SAMR, and TPCK models try to explain or predict
adoption of technology
These models describe complementary views for each
other. Questions, Ideas, Comments?

21. Consolidating Your
Learning
Please complete the following task:
1.This week we would like you to write a blog post that
describes a situation you have experienced that one of the
models could be applied to. How does your situation fit into the
specific model? Now that you know about the model do you
see the situation from a new perspective in a positive or
negative way? Explain.
• Don’t forget to tweet about your post so we can create
conversations around your blog posts!

22. References
Eductech Wiki. (2012). Technology Acceptance Model. Retrieved from
http://edutechwiki.unige.ch/en/Technology_acceptance_model
Edutech Wiki. (2006). Theory of Reasoned Action Model. Retrieved from
http://edutechwiki.unige.ch/en/Theory_of_reasoned_action
Furneaux, B. (2006). Theories Used in Research: Technology Acceptance Model. York University. Retrieved from
http://www.istheory.yorku.ca/Technologyacceptancemodel.htm
Puentedura, Ruben. Webblog. http://www.hippasus.com/rrpweblog/
Puentedura, R. (2006). Transformatiom, Technology, and Education. Presentation given August 18, 2006 as part of the
Strengthening Your District Through Technology workshops, Maine, US. Retrieved from
http://hippasus.com/resources/tte/part1.html.
Puentedura, R. (2011): Thinking About Change in Learning and Technology. Presentation given September 25, 2012 at the 1st
Global Mobile Learning Conference, Al Ain, UAE. Retrieved from
http://www.hippasus.com/rrpweblog/archives/2012/04/10/iPad_Intro.pdf.
Quick Links:
• http://www.istheory.yorku.ca/Technologyacceptancemodel.htm (TAM)
• http://en.wikipedia.org/wiki/Technology_acceptance_model (TAM)
• http://msad75summertechnologyinstitute.wordpress.com/beyond-substitution/ (SAMR)
• http://www.educatorstechnology.com/2012/12/ipad-apps-classified-by-samr-model.html (SAMR)
• http://www.tpack.org (TPK)