Technology Acceptance Model

The Use of IT in Schools in Egypt2.bin
Emerging information technology can not deliver improved organizational effectiveness if it is not accepted and used by potential users.
Technology Acceptance Model (TAM) is one of the most successful measurements for computer usage effectively among practitioners and academics.
TAM is consistent with Everett Rogers (1983) theory on diffusion of innovation where technology adoption is a function of a variety of factors including
Relative advantage
Investments in computer-based tools to support planning, decision making and communication processes are usually risky
Role of a champion
Change management
Recognizing the difficulty of specifying the right systems requirements based on their own preferences and logic, systems builders always seek methods for evaluating the acceptability of systems as early as possible
Need to know why people resist computers? Predicting how users will respond? Attempt to improve users response
Copyright © 2004 Sherif Kamel
Challenges faced
Understanding why people accept or reject computers had proven to be one of the most challenging issues in information systems (Swanson, 1988)
Users beliefs and attitude is a major determinants
Satisfaction measures are also important
Adaptation to change
Role of culture
Theory of Reasoned Action
TAM is an adaptation of the Theory of Reasoned Action
TRA is a widely studied model from social psychology which is concerned with the determinants of consciously intended behavior (more general theory)
According to TRA, a person’s performance of a specific behavior is determined by his/her behavioral intention (BI) to perform the behavior and BI is jointly determined by the person’s attitude (A) and subjective norm (SN) concerning the behavior in question
Actual
behavior
Attitude
towards
behavior
Subjective
norm
Technology Acceptance Model
Introduced by Fred Davis in 1986 – an adaptation of TRA and specifically tailored for modeling user acceptance of information systems
TAM is based on two main assumptions:
Perceived usefulness (PU)
Perceived ease of use (PEOU)
TAM attempts not only for prediction but also for explanation to help researchers and practitioners identify why a particular system may be unacceptable and pursue appropriate steps
Copyright © 1986 Fred D Davis
Purpose of TAM is to assess the user acceptance of emerging information technology
TAM is more specific and applies only to the use of computers (usage behavior)
TAM addresses the human-computer interface (HCI)
An important factor in TAM is to trace the impact of external factors on internal beliefs, attitudes and intentions.
Two particular beliefs are addressed through TAM
Perceived usefulness (PU)
Prospective user’s subjective probability that using a specific application system will increase his or her job performance within an organizational context
Perceived ease of use (PEOU)
Degree to which the prospective user expects the target system to be free of effort.
Copyright © 1986 Fred D Davis
PU and PEOU Scales
Behavioral Intention to use
Attitude
toward
using
I would find it easier to create and edit documents
My documents would be of a better quality
I would not use alternative presentation packages
I would experience problems gaining access to the computing center due to crowds
I would become dependent on PowerPoint
I would not use PowerPoint after I leave my current employer
Determinants of managerial computer use
People’s computer use can be predicted reasonably well from their intentions
Perceived usefulness is a major determinant of people’s intentions to use computers
Perceived ease of use is a significant secondary determinant of people’s intentions to use computers
Early warning techniques
Continuous exposure, usage and assessment during systems development phases
Relationship between ease of use, usefulness and usage
Everett Rogers claims that adoption of innovation is a function of a variety of factors including
Relative advantage
Ease of use of the innovation itself
It is important to note whether the use of the innovation is a…
Job requirement
Conclusion
There is no absolute measure to ease of use or usefulness
User perceptions of these constructs may vary with time and experience for any given application
Technology innovation and frequent use are important elements

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Technology Acceptance Model