Technology Acceptance Model (TAM)

TAM (See Figure 13) was originally developed from TRA (Fishbein and Ajzen, 1975) and aims to examine why users’ beliefs and attitudes affect their acceptance and rejection of information-communication technology. Davis et al. (1989) believed that usefulness and ease of use are the key determinants of information technology. Developed from TRA and TPB, TAM proposed identifying the relationshipsamong the determinants: perceived usefulness, perceived ease of use, attitude towards use, behavioural intention to use and actual usage. In TAM, behaviour can be predicted by measuring intention, which can be determined by the person’s attitude toward using the technology. Perceived usefulness and perceived ease of use impact attitude (Davis et al., 1989).

Adopted from Davis et al. (1989, p.985)

69 TAM incorporates several important changes from the original TRA model.

a) TAM does not include subjective norms

b) Behavioural beliefs are treated as multidimensional

c) Neither usefulness nor ease of use is multiplied by the evaluation of outcomes d) TAM postulates a direct link between usefulness and the intention to use The purpose of TAM is ―to provide an explanation of the determinants of computer acceptance which is capable of explaining user behaviour across a broad range of end-user computing technologies and user populations, while at the same time being both parsimonious and theoretically justified‖ (Davis et al., 1989, p.985).

The original TRA model defines beliefs by describing behaviour in terms of action, target, context and time, whereas TAM uses two constructs of beliefs: usefulness and ease of use. These constructs enable the researcher to explain attitudes toward the usage of different systems and those among various sets of users in a computer- mediated environment. In addition, the research results from Davis et al. (1989) showed that empirical evidence supported the direct influence of usefulness on behavioural intention.

TAM is the most influential research model in explaining users’ information technologyadoptionbehaviour (Davis et al., 1989). TAM has been validated by various types of technology-related studies on various levels(see Table 9), such as theWorld Wide Web (Ledereret al., 2000), intranet (Horton et al., 2001), electronic commerce (Pavlou, 2003), technology used by online retailers (Kim and Forsythe, 2007), online shopping (Gefen, 2003; O’Cass and Fenench, 2003; Barkhi and Wallace, 2007; Chen and Tan. 2004), and mobile device interactions (Mallat, 2007; Ondrus and Pigneur, 2006; Cheong and Park, 2005; Liao et al., 2007).

The majority of these studies aim to examine the psychometric properties of the original TAM measurements and to retest hypothetical relationships accordingly. The research findings suggested that TAM is valid and reliable. Venkatesh and Davis (1996) found that perceived usefulness and perceived ease of use are significant antecedents of technology use, which makes TAM the most suitable for technology- related research studies. Additionally, Mathieson (1991) examined the performance of TRA, TPB and TAM, and found that TAM and TRA outperform TPB in explaining

70 technology acceptance and usage. Mathieson (1991) also suggested that TAM is easier to adopt and apply than other previous theoretical models, such as TRA and TPB.

Table 9: TAM Related Studies

Authors Constructs / Area Description

Lederer et al. (2000)

World Wide Web To examine TAM for work related tasks with the World Wide Web as the

application

Horton et al. (2001)

Intranet To examine TAM in explaining intranet usage in UK organisations

Bock et al. (2005)

Attitude and knowledge sharing

To apply TAM that incorporates

individual’s knowledge sharing behaviour in organisational context

Pavlou (2003)

Electronic Commerce

To predict consumer acceptance of e- commerce by proposing a set of key drivers for engaging consumers in online transaction

Gefen et al. (2003)

Online shopping To examine online trust by investigating vendor, safety mechanism at website and ease of use

Rauniar et al. (2013)

TAM and social media usage

To incorporate TAM, find drivers of social media usage behaviour

Park et al. (2014)

Social network games acceptance by player

To examine perceived mobility with perceived control as motivated factors

Lindsay et al.

(2014) Mobile policing

To examine the impact of mobile

technology acceptance developed in single police force

71 More importantly, many studies have successfully adopted TAM to study the acceptance of Internet-related technology (Atkinson and Kydd, 1997; Chang and Cuhng, 2001; Lederer et al., 2000; Moon and Kim, 2001; Van der Heijden, 2003) and blog usage (Hsu and Lin, 2008). Therefore, using TAM as the basis for studying knowledge sharing behaviour in online social shopping is a highly valid approach.

2.8.3.1. Perceived Ease of Use

Perceived ease of use is ―the degree to which a person believes that using a particular system would be free from effort‖ (Davis et al., 1989, p.985). In TAM, perceived ease of use and perceived usefulnessare important determinants of technology use (Davis et al., 1989; Mathieson, 1991).

Since Davis et al. (1989) suggested the importance of perceived ease of use, many studies have found that perceived ease of use has direct and indirect effects on perceived usefulness (Davis et al., 1989; Venkatesh and Davis, 1996; Agarwal and Prasad, 1999). Venkatesh and Davis (1996) suggested the importance of perceived ease of use, as a poor user interface impacts the rejection of information technology. Duray et al. (2000) found that in an online shopping environment, most of the process requires the consumer’s involvement, and it is important to have a user-friendly interface.

To reinforce Duray et al.’s (2000) study of mass customisation, many research studies support that good online layout design, effective search engines and results, transparent navigational structures and user-friendly interfaces are conducive to usage (McKinney et al., 2002; Shim et al., 2001).

2.8.3.2.Perceived Usefulness

Perceived usefulness is ―the degree to which a person believes that using a particular system would enhance his or her job performance‖ (Davis et al., 1989 p.320). Many

researchers have studied perceived usefulness and address how external variables affect perceived usefulness. These external variables are computer training (Nelson and Cheney, 1987); social influence (Venkatesh and Divis, 2000); new technology in e-commerce (Gefen et al., 2003); computers in the workplace (Moon and Kim, 2001); e-service experience (Ku, 2014) and online learning (Saade and Bahli, 2005). Li and

72 Liu (2014) found that the perceived usefulness of an e-service has a positive effect on WOM, while Venkatesh and Davis (2000) proposed an extended TAM and found that social influence and cognitive instruments are important for increasing the user’s perception of usefulness.

In TAM, perceived usefulness has been found to have a significant impact on attitudes toward online retailers (Kim and Forsythe, 2007). Users’ intention to use an information technology is predicated, to a large degree, on the perceived usefulness of the system (Davis et al., 1989). Additionally, in the mobile technology literature, there is a certain amount of empirical evidence on users’ intention to use mobile technology (Au and Kauffman, 2008; Mallat, 2007; Ondrus and Pigneur, 2006).

2.8.3.3. Perceived Enjoyment

Perceived enjoyment is ―the extent to which the activity of using the computer is perceived to be enjoyable in its own right, apart from any performance consequences that may be anticipated‖ (Davis et al., 1992 p.113). Davis et al. (1992) found that

perceived enjoyment was a significant determinant – alongside two others – of technology adoption.

Moon and Kim (2001) further supported this finding in their study, stating that perceived enjoyment is a key factor of a user’s acceptance of the Internet. Additionally, Van der Heijen (2004) further noted the importance of perceived enjoyment, which is key factor predicting the intention to use. Many other research studies indicated the importance of perceived enjoyment and its influence on attitudes toward online retailers (Childers et al., 2001; Eighmey and McCord, 1998; Heijden and Verhagen, 2004). Kang and Lee (2010) considered SNSto be a pleasure-oriented information system in which users continue their use because an increase in perceived enjoyment increases motivation.

2.8.3.4. TAM’s Limitations

Despite empirically proven results for the theoretical model, TAM has been criticised for its simplicity and lack of explanatory power due to a lack of reference to other variables (Bagozzi, 2007). TAM explained an equal amount of the variance; the model uses fewer variables because perceived usefulness and perceived ease of use

73 have proven key factors in explaining information technology usage.Additionally, Venkatesh et al. (2007) criticised TAM for its failure to examine the antecedents of perceived usefulness and ease of use. In later stages, further research on the determinants of usefulness and ease of use was conducted by Venkatesh and Davis (2000). By explaining those constructs, these authors managed to further develop TAM to establish a more complete theoretical model, TAM2. Then, Venkatesh and Bala (2008) extended TAM2 by including additional variables that act as antecedents to ease of use, creating TAM3.

Taylor and Todd (1995) indicated that excluding subjective norms weakens TAM’s explanatory and predictive power, as the model ignores social influence in the acceptance of information technology. In TAM2, Venkatesh and Davis (2000) added to their theoretical model a social variable as an important construct. In first half of this chapter, this study emphasised the online community; the relationship between community members plays an essential role and influences behavioural decisions. Social impact theory and social exchange theory explain consumers’ behavioural factors in psychological terms, including emotions, beliefs, feelings and attitudes. Based on the above discussion of the usage of theoretical models, TAM appears as an appropriate theoretical basis for the proposed framework for this research. However, this study aims to investigate social influence, and therefore, TAM needs to be integrated with other external factors to serve the purposes of this research. The integration of other theories related to social influence will allow for a more complete understanding of the factors in this research.