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Technology Acceptance Model (TAM) Damian Gordon. Technology Acceptance Model The Technology Acceptance Model (TAM) is an information systems theory that.

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Presentation on theme: "Technology Acceptance Model (TAM) Damian Gordon. Technology Acceptance Model The Technology Acceptance Model (TAM) is an information systems theory that."— Presentation transcript:

1 Technology Acceptance Model (TAM) Damian Gordon

2 Technology Acceptance Model The Technology Acceptance Model (TAM) is an information systems theory that models how users come to accept a technology and how they use that technology. Developed by Fred Davis in

3 Fred Davis Fred D. Daviss 1989 articles in MIS Quarterly and Management Science are the most highly cited articles in those journals. Davis is listed in ISI HighlyCited.com, which features the world's most influential researchers.

4 Perceived Usefulness Perceived Ease of Use Intention to Use Usage Behaviour Technology Acceptance Model 1989

5 First, a bit of history...

6 Theory of Reasoned Action (TRA) developed by Martin Fishbein and Icek Ajzen Acceptance Models 1975

7 Theory of Reasoned Action (TRA) TRA suggests that a person's behavioural intention depends on the person's attitude about the behaviour (Would I do this sort of thing normally?) and subjective norms (Would other people in the group do this?). Acceptance Models 1975

8 Attitude Towards Behaviour Subjective Norm Behavioural Intention Behaviour Theory of Reasoned Action 1975

9 Theory of Planned Behaviour (TPB) developed by Icek Ajzen Acceptance Models 1985

10 Theory of Planned Behaviour (TPB) Extension of his Theory of Reasoned Action (TRA), since TRA states that actual behaviour is highly related to behavioural intention, but the results of some studies show that, because of circumstantial limitations, behavioural intention does not always lead to actual behaviour. Acceptance Models 1985

11 Theory of Planned Behaviour (TPB) TPB adds the notion of Perceived behavioural control which refers to a persons perceptions of their ability to perform a given behaviour. Acceptance Models 1985

12 Attitude Towards Behaviour Subjective Norm Behavioural Intention Behaviour Theory of Planned Behaviour 1985 Perceived Behavioural Control

13 Decomposed Theory of Planned Behaviour (DTPB) developed by Taylor and Todd Like the TPB but decomposes the attitudinal, normative and control beliefs into multidimensional constructs, which provides more explanatory power, better diagnostic value and strengthens the ability of the model to explain behavioural intention. Acceptance Models 1995

14 Attitude Towards Behaviour Subjective Norm Behavioural Intention Behaviour Decomposed Theory of Planned Behaviour 1995 Perceived Behavioural Control Ease-of-Use Perceived Usefulness Compatibility Peer Influence Superiors Influence Self-efficacy Resource facilitating condition Technology facilitating condition

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 of Technology (UTAUT) Matching Person & Technology (MPT)

16 So onto the Technology Acceptance Model (TAM)

17 Technology Acceptance Model When users are presented with a new technology, two key factors influence their decision about how and when they will use it: – Perceived usefulness (PU) - the degree to which a person believes that using a particular system would enhance his or her job performance. – Perceived ease-of-use (PEOU) - the degree to which a person believes that using a particular system would be free from effort. 1989

18 Perceived Usefulness Perceived Ease of Use Intention to Use Usage Behaviour Technology Acceptance Model 1989

19 Technology Acceptance Model 1989

20 Technology Acceptance Model 1989


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