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Technology Acceptance Model: Theoretical Models Of IT Usage

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Main body (literature review)
Theoretical Models of IT Usage

Model 1 - The Technology Acceptance Model (TAM)

The TAM is an adaptation of the Theory of Reasoned Action. The Theory of Reasoned Action predicts that behavioral intent is created or caused by two factors: our attitudes and our subjective norms. Our subjective norm is the social pressure to perform or not perform a certain behaviour.

Unlike the Theory of Reasoned Action, the TAM does not include subjective norm. The TAM specifies two beliefs, perceived usefulness and perceived ease of use, as determinants of attitude towards usage intentions and IT usage. Usage intentions are, in turn, the sole direct determinant of usage. This means that usage is directly affected by usage intentions. …show more content…

The theory is extended to account for conditions where individuals do not have complete control over their behaviour. According to the Theory of Planned Behaviour, behavior (B) is a direct function of behavioral intention (BI) and perceived behavioral control (PBC), meaning that behaviour is affected by both behavioural intention and perceived behavioural control. In addition, behavioral intention is formed by one’s attitude (A), subjective norm (SN) and perceived behavioural control (PBC), which reflects people’s own perceptions of internal and external constraints on behaviour. (put in eqn …show more content…

This is due to 2 factors. Firstly, in the TPB, the belief structures are combined into unidimensional (one dimensional) constructs (Attitude, Subjective Norm or Perceived Behavioural Control). Such monolitihc (rigid?) belief sets may not be consistently related to Attitude, Subjective Norm or Perceived Behavioural Control. Secondly, the belief sets, esp those relating to attitude are unique to a specific setting, making it difficult to apply the Theory of Planned Behavior. This is in contrast to TAM which proposes a belief set, consisting of ease of use and usefulness, that is consistent and generalisable across diff setting. The 3rd model, The Decomposed Theory of Planned Behavior addresses these 2 limitations of the Theory of Planned Behavior by recommending a set of stable, decomposed belief structures for the Theory of Planned Behavior

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