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2.8 Technology Acceptance Model (TAM)

The document discusses the Technology Acceptance Model (TAM) which predicts how users come to accept and use new technology. TAM was developed from the Theory of Reasoned Action and is used to study user acceptance of technology. It relates perceived ease of use and perceived usefulness to attitudes, intentions, and behaviors. While useful, TAM has limitations when applied outside workplaces. As a result, many researchers have since extended TAM with additional constructs and variables.

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Shaliny Linnie
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110 views2 pages

2.8 Technology Acceptance Model (TAM)

The document discusses the Technology Acceptance Model (TAM) which predicts how users come to accept and use new technology. TAM was developed from the Theory of Reasoned Action and is used to study user acceptance of technology. It relates perceived ease of use and perceived usefulness to attitudes, intentions, and behaviors. While useful, TAM has limitations when applied outside workplaces. As a result, many researchers have since extended TAM with additional constructs and variables.

Uploaded by

Shaliny Linnie
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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2.

8 Technology Acceptance Model (TAM)

Mobile learning is currently in an exploratory phase with universities unclear about the case for

investing in a new set of expensive technologies (Litchfield et al., 2007). Indeed, as it is still in

its infancy, limited understanding is available regarding the willingness and acceptance of using

this new digital way for learning purposes. Most previous studies have examined the mobile

learning systems, reported several mobile learning projects at various rates, and evaluated the

performance of mobile learning systems. Nonetheless, limited research has been carried out on

the acceptance of mobile learning environment from the end-user’s point of view. Technology

Acceptance Model (TAM) was conceived to explain and predict the individual’s acceptance of

technological advances, which has been used worldwide in business, information system, and

educational settings. The model is built from Theory of Reasoned Action (TRA) and is intended

to predict information technology acceptance across diverse groups and technologies. The

technology acceptance model is an influential research model in the information systems field

used to study user’s acceptance of technology that interrelates between Perceived Ease of Use,

Perceived Usefulness, Attitude, Intentions and Behaviours. However, there exists a problem in

applying it beyond workplaces, because the original TAM basic constructs cannot completely

reflect the variety of user task contexts (Davis, 1985; 1989).

Subsequently, as known many researchers have tested, replicated and extended TAM

with additional constructs. TAM has been developed and validated over time within different

areas, populations, and technologies. Another popular and recent model in information

technology acceptance is the unified theory of acceptance and use of technology (UTAUT). This

theory was proposed by Venkatesh et al. (2003) and attempts to integrate and empirically

compare elements from different technology acceptance models in technology acceptance. He


identified eight prominent theoretical models that were designed to explore the acceptance

towards technologies which contains four determinants of IT user behavior and four moderators

that are found to moderate the effect on acceptance (Williams, 2004). The synthesis of eight

primary models results in UTAUT. The UTAUT model postulates Performance Expectancy,

Effort Expectancy and Social Influence that capture the concepts of Perceived Usefulness,

Perceived Ease of Use and Subjective Norm which were constructs embodied in TAM. In

addition, this model acts like a tool to study on M-learning acceptance. There were several

studies conducted using UTAUT model in order to explain learner’s behavior and intention

towards the acceptance of m-learning.

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