Technology Acceptance Model

2.3.1 Technology Acceptance Model (TAM) Within the multiplicity of theories that have been used to explain the rate or propensity for an individual and or groups to adopt technology, the Technology Acceptance Model (TAM) developed by Davies et al (1989) has gained much popularity despite its weaknesses. Indeed it is the contention of Fathema & Sutton (2013) that the weaknesses of the model has led to several revisions such as the TAM 2, and TAM 2 which has added additional elements to the determinants of technology adoption and use. The core argument of the traditional TAM model is that the decision for an individual to adopt a new technology is largely influenced by two factors which play complementary roles in the decision of an individual

Wu & Wang (2005) points out those technology users proactively seek technology that meet a given need and enhance knowledge, social interactions, diversion, epistemic and other gratifying conditions. On another hand Huser, et al (2010) associates the uses and gratification theory as an information technology driver to Bandura’s social cognitive theory and Sheth et al, (1991) Consumption Value Theory. In that regard it is the contention of Huser, et al (2010) that individuals choose technologies that satisfy personality attributes and personal preferences (Chuttur, 2009). The user is willing to associate with the technology since its features fits into the user’s unique traits and life perspectives. In other words, the alacrity to choose and use a technology that helps to enforce a person’s convictions and social demands is more likely to be adopted more quickly than those which are not. Benbasat & Barki (2007) clarifiy this by arguing that users of technology chooses technologies that gratifies them in terms of equality, freedom, fun, social acceptance exciting life, happiness, pleasure, security, self-fulfilment, inner peace, self-respect, sense of belonging, wisdom, salvation, rationality, humour and romance

Technology Acceptance Model 2 (TAM2) by Venkatesh and Davis (2000) is adapted from TAM and includes more variables. Perceived Usefulness

Perceived Ease of Use

Subjective Norm*

Experience*

Voluntariness*

Image*

Job Relevance*

Output Quality*

Result Demonstrability*

* indicates TAM2 only

Motivational Model (MM) also stems from psychology to explain behavior. Davis et al. (1992) applies this model to the technology adoption and use. Extrinsic Motivation

Intrinsic Motivation

Theory of Planned Behavior (TPB) by Ajzen (1991) extends TRA by including one more variable to determine intention and behavior. Attitude

Subjective norm

Perceived Behavioral Control

Combined TAM and TPB (C-TAM-TPB) by Taylor and Todd (1995). Perceived Usefulness

Perceived Ease of Use

Attitude

Subjective norm

Perceived Behavioral Control

Model of PC Utilization (MPCU) by Thompson et al. (1991) is adjusted from the theory of attitudes and behavior by Triandis (1980) to predict PC usage behavior. Social Factors

Affect

Perceived Consequences (Complexity, Job-Fit, Long-Term Consequences of Use)

Facilitating