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TAM model - Thesis Example

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Chapter 7 7.1 Introduction The success of any technology is not only dependent on the number of good reviews or great revenues, rather on the factors that can help one comprehend the level of acceptance that can be expected from any technology. The following section discusses the evolution of the concept that led to the development of an effective model that can be used to calculate the level of such acceptance for any technology…
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Download file to see previous pages The concept aims to explain the aspects that facilitate the comprehension of the level of acceptance that can be shown by the user for any specific technology. There are basically four types of technology acceptance models that have evolved with the passage of the years: TAM: TAM is the most commonly applied model for evaluating the level of acceptance and usage by a user. Venkatesh stated that TAM was initially devised from Theory of Reasoned Action (TRA) which was proposed by Ajzen and Fishbein in 1975 [86]. TAM is mainly based on two aspects that are directed towards evaluating the intention of a user to use a certain system or technology; perceived ease of use and perceived usefulness. Advantage: Venkatesh further explained the TAM model and stated that there exists a simple relation between these two factors [86]. Perceived ease of usage will be influenced by perceived usefulness since an easier technology will prove to be more useful for the user. He defined these two main aspects and stated the following definitions: Perceived Ease of Use: It is the perception of a technology from the perspective of the user. For 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 perceptiwon 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 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 of 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 in order 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 norm did not play a role in ...Download file to see next pagesRead More
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