The Success of Any Technology - Thesis Example

The perception will measure the easiness of the functions that the system or technology has to offer; this easiness will result in lesser efforts to use the technology. Perceived Usefulness: It is the degree of benefits that are perceived to be attained from the usage of any technology. For example, a user will evaluate the e-government service and make a perception about the advantages that can be attained by him. The following figure describes the TAM model: Figure: TAM Model [85] Porter and Donthu stated that TAM can be adopted when research costs are required to be minimal but effective results need to be attained [92].

It explains a greater degree of variance when the user’s attitude is required to be investigated. Disadvantage: This model was devoid of reflecting the demographic differences among the users and tried to measure the level of acceptance while assuming constant profiles related to gender, age, etc. Limitations: This model failed to address some of the perceptions of barriers to the usage of computer technology [92]. TAM 2: TAM 2 was proposed by Venkatesh and Davis (2000) to overcome the limitations in the previous model of TAM [85].

Chuttur stated that their efforts (to propose a new model in place of the existing one) were initiated to address the limitations that were being witnessed in TAM regarding the explanation of how a user perceives something as useful or less appealing [85]. In trying to make the model more comprehensive, some new variables were proposed to attain effective reasoning regarding the preference of any system or technology. Chuttur also stated that to test the effectiveness of the newly proposed model, Venkatesh and Davis conducted a survey in which the participants were asked to provide their feedback regarding the usage of four systems; two of them were voluntary while the other two were mandatory [85].

The following model was proposed for extending TAM and conducting the survey: Figure: TAM 2 attributes [85] The survey concluded that the model provided satisfactory results for mandatory, as well as voluntary technology and systems. However, it was also revealed that subjective norms did not play a role in voluntary situations as they did in mandatory ones.
Advantage: The variables that were included in the model were social influences [85], such as
Subjective norm: A perception that is developed by an individual based on other people’s views (who are important to him). The views of other people will influence the relevance and usefulness of the technology for an individual. For example, a user will tend to prefer a technology if his peers also consider it beneficial.
Voluntariness: This variable is defined as the degree to which the technology is considered to be used out of the free will and without any pressure. For example, a user will tend to use technology out of free will at home and in a more anxious manner than a technology that is imposed by his officials in a workplace.

Image: The projection of the usage of technology on the image of the user among his peers. For example, the usage of social networking services has a significant effect on the image of the individual in modern times.