Technology Acceptance Model

In economics, computer science refers to the Technology Acceptance Model (TAM ), a model that makes statements about why people use the technology or not use. It was published in the thesis of Davis Designed and 1989.

History

Previous studies had come to the recommendation to resort to the study of technology use in information systems on models from empirical social research. Basis of TAMs therefore also forms the social-psychological model of Theory of Reasoned Action ( TRA) of Ajzen and Fishbein in 1980. During 2000, the original model of Venkatesh and Davis has been extended to some elements and republished as TAM2. A further revision was made in 2003 by Venkatesh, Morris and Davis Unified Theory of Acceptance and Use of Technology ( UTAUT ) and 2008 by Venkatesh and Bala as TAM3.

Construction

TAM postulates that the Attitude Toward Using (A) to exploit technology by a person is critically dependent on two variables, the perceived usefulness ( Perceived Usefulness ) and the perceived ease of use ( Perceived Ease of Use ). The Perceived Usefulness (U) is the subjective sensation of the person that the application of a specific technology to improve its performance. The Perceived Ease of Use (E) again measures the perception of the person, how much - or rather how little - effort learning the use of new technology is connected. Furthermore, the intention to use ( intention-to- Use, BI) is dependent on the Perceived Usefulness and Attitude.

Dissemination

The Technology Acceptance Model is a widely used tool for the investigation of the use of technology in the field of information systems. Reasons for this may lie in its clarity and simplicity, but also in the high reliability of its input variables, which could be confirmed in a meta-analysis of King ( 2006). The model has been frequently modified for the particular context. Previous studies using the TAM covered a wide range of different areas. So varied group of participants with the laity, students and experts, as well as the application of computer technology and other technology and culture with Western and non-Western countries. It was noted a substantial increase in annual, based on TAM studies. According to the analysis of King ( 2006), the number of published per year studies increased from four in the years 1998-2001 at ten in the years 2002 - 2003rd Currently (March 2011) are, according to the online directory GVK Plus the Common Library Network in the first two months already published six studies regarding " Technology Acceptance Model " of 2011.

Extensions

In 2000, the TAM by Venkatesh and Davis has been extended to some input variables and differentiated, which were divided into the groups of social influence and cognitive processes ( Social Influence, Cognitive Process Instrumental ). As part of this new study, the validity of these input variables was detected in four longitudinal studies.

The group of social influence variables Subjective Norm, Image and voluntariness include ( voluntariness ). Furthermore, a variable experience ( Experience) is defined, has an impact on first-mentioned variables.

Subjective Norm was taken directly from the TRA model. She was still excluded in the original TAM for reasons of insufficient research, but introduced here again. It is implied that Subjective Norm has a direct positive effect on intention to use, when to use technology is prescribed. In addition, this has a positive effect on image. Image is defined as the " degree of influence of the use of the technology on the status of the person ." TAM2 postulated a positive effect of Subjective Norm on image and a positive effect on Perceived Usefulness of Image. Furthermore, the variable Experience is introduced. Higher Experience has a mitigating effect of the direct effect of Subjective Norm on Intention to Use in involuntary use and as a mitigating effect of the positive direct effect of Subjective Norm Perceived Usefulness on.

The second group, the cognitive processes that include the variables job relevance (Job Relevance ), output quality (output quality) and clarity result (result demonstrability ).

Job Relevance is defined as a person's perception of the suitability of using a technology for its work, so that the functions of a system to help him in fulfilling his duties. Job Relevance have a positive effect on Perceived Usefulness. While job Relevance is a more quantitative measure of the extent to which a technology assists in the work, is the OutputQuality a qualitative measure of effectiveness. Output Quality has a positive effect on Perceived Usefulness the. Result demonstrability finally says something about whether and to what extent an increase in labor productivity can be directly attributed to the new technology. Improves the performance of a system on a non- significant manner, the user takes advantage of the system true worse. Result demonstrability also has a positive effect on Perceived Usefulness.