technology acceptance model


Advances in computing and information technology are changing the way people meet and communicate. People can meet, talk and work together outside of traditional meeting and office spaces. For example, with the introduction of software designed to help people schedule meetings and facilitate decision or learning processes, geographic barriers are weakening and interpersonal communication dynamics are changing. Information technology is also dramatically affecting the way people teach and learn.

As new information technologies infiltrate workplaces, the home and classrooms, research on user acceptance of new technologies has begun to attract more attention from professionals as well as academic researchers. Developers and the software industry are beginning to realize that a lack of user acceptance of the technology can result in a loss of money and resources.

In studying user acceptance and technology use, TAM is one of the most cited models. The Technology Acceptance Model (TAM) was developed by Davis to explain computer-use behavior. The theoretical basis of the model was Fishbein’s and Edggen’s Theory of Reasoning (TRA).

The Technology Acceptance Model (TAM) is an information systems (system consisting of a network of all communication channels used within an organization) to model how users accept and use a technology, the model describes when users When a new software package is presented, many factors affect their decision as to how and when they will use it, notably:

Approximate Utility (PU) – It was defined by Fred Davis as “the degree to which a person believes that using a particular system will increase his/her job performance”.

Ease of use (PEOU) Davis defines it as “the degree to which a person believes that using a particular system will be free of effort” (Davis, 1989).

The goal of TAM is to “provide an explanation of the determinants of computer acceptance that is general, capable of explaining user behavior across a wide range of end-user computing technologies and user populations, while at the same time both parsimoniously and theoretically.” are appropriate”.

According to Tam, if a user finds a specific technology useful, he or she will believe in a positive use-performance relationship. Since effort is a limited resource, a user is more likely to accept an application when he finds it easier to use than another. As a result, educational techniques with higher levels of PU and PEOU are more likely to inspire positive perceptions. The relationship between PU and PEOU is that PU mediates the effect of PEOU on attitude and intended use. In other words, while PU has a direct effect on attitude and use, PEOU indirectly affects attitude and use through PU.

User acceptance is defined as “the willingness to demonstrate within a user group to employ information technology for the functions it is designed to support” (Dillon and Morris). Although this definition focuses on the planned and intended uses of technology, studies show that individual perceptions of information technology are likely to be influenced by the objective characteristics of the technology as well as by interactions with other users. For example, the extent to which one considers a new technology useful, one is likely to use it. Also, his perception of the system is influenced by the way people around him evaluate and use the system.

Studies on information technology consistently report that user attitudes are the key factor influencing system success. Over the past several decades, several definitions of the approach have been proposed. However, all theories regard the point of view as a relationship between a person and an object (Wöffel, 1995).

In the context of information technology, there is one approach to the study of attitudes – the Technology Acceptance Model (TAM). TAM suggests that users develop a positive attitude towards technology when they find technology useful and easy to use (Davis, 1989).

A review of scholarly research on IS acceptance and use shows that TAM has emerged as one of the most influential models in this stream of research, representing an important theoretical contribution towards understanding TAM IS use and IS acceptance behavior. does. However, this model – with its original emphasis on the design of system characteristics – does not account for the social impact in the adoption and use of new information systems.



Source by Nida Mazhar

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