Development, Extension, and
Application: A Review of the
Technology Acceptance Model
Jason Sharp
Computer Information Systems
Tarleton State University
Stephenville, Texas, USA
jsharp@tarleton.edu
ISECON 2006
Introduction
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Question: Why do people accept or reject technology?
Technology Acceptance Model (TAM)
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Geared specifically toward information technology
Strong reliability and validity of instruments
Extensive research: 147 articles between 1990 and 2003
Good example of how a model is extended and applied
Purpose:
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To examine the development, extension, and application of TAM in
order to identify potential areas of research for future study
To provide IS educators with a foundation for guiding students in
regard to the TAM literature
To provide a starting point for evaluating educational technologies
To serve as a general reference for those interested in technology
acceptance
ISECON 2006
Methodology
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Keyword search of ABI Inform, Academic Search
Premier, and IEEE Express
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Criteria:
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Extension of Legris, Ingham, and Collerette (2003)
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Compared articles utilizing a quantitative research method
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PLS, LISREL, path or regression analysis
Broader range of journals than Legris et al. (2003)
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Prior analysis of articles from 1980 to 2001
Current analysis of articles from 2001 to 2005
Prior analysis included only six IT related journals
Articles grouped on logical categories chosen by the
author (Strauss & Corbin, 1998)
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A Review of the Technology Acceptance Model
Development
ISECON 2006
Development: TAM (Original)
Perceived
Usefulness
Attitude
Perceived
Ease of Use
Davis (1989)
Intention to
Use
Usage
Behavior
Perceived ease of use – “the degree to which a person
believes that using a particular system would be free of
effort” (Davis, 1989, p. 320)
Perceived usefulness – “the degree to which a person
believes that using a particular system would enhance
his or her job performance” (p. 320)
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Development: TAM (Original)
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Study 1
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Study 2
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Technology: PROFS electronic mail and XEDIT editor
Sample Size: 120 users employed by IBM
Technology: Chart-Master and Pendraw
Sample Size: 40 MBA students
Overall Findings:
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Perceived Usefulness significant determinant of Usage
Perceived Ease of Use significant determinant of Usage
Effect of Perceived Usefulness significantly greater than Perceived
Ease of Use
Attitude does not fully mediate effect of Perceived Usefulness and
Perceived Ease of Use on Behavior
Perceived Ease of Use as an antecedent of Perceived Usefulness
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Development: TAM (Parsimonious)
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Study (Davis, Bagozzi, and Warshaw, 1989)
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Technology: WriteOne, word processor
Sample Size: 107 MBA students
Overall Findings
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Perceived Usefulness strong significant determinant of Usage
Perceived Ease of Use significant determinant of Usage, but
significantly weaker than Perceived Usefulness
Attitude only partially mediated effects of Perceived Usefulness
and Perceived Ease of Use on Usage
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Development: TAM (Parsimonious)
Perceived
Usefulness
Intention to
Use
Usage
Behavior
Perceived
Ease of Use
Davis, Bagozzi, and Warshaw (1989)
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Development: TAM2
Experience
Voluntariness
Subjective
Norm
Image
Perceived
Usefulness
Job
Relevance
Output
Quality
Result
Demonstrability
Intention to
Use
Perceived
Ease of Use
Venkatesh and Davis (2000)
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Usage
Behavior
Development: TAM2
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Subjective Norm – influence of others on user’s decision to
use or not use
Image – maintaining a favorable standing
Job Relevance – degree to which the target system is
applicable
Output Quality – how well the system performs tasks
Result Demonstrability – tangible results
Experience – with the system
Voluntariness – perception of voluntary/mandatory use
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Development: TAM2
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Study 1 (voluntary):
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Study 2 (voluntary):
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Technology: Migration to Windows-based environment
Sample Size: 39 personal financial services employees
Study 3 (mandatory):
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Technology: Proprietary system
Sample Size: 38 floor supervisors
Technology: Windows-based account management system
Sample Size: 43 accounting firm services employees
Study 4 (mandatory):
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Technology: Stock portfolio analysis system
Sample Size: 36 investment banking employees
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Development: TAM2
Experience
Voluntariness
Subjective
Norm
Image
Perceived
Usefulness
Job
Relevance
Output
Quality
Result
Demonstrability
Intention to
Use
Perceived
Ease of Use
Venkatesh and Davis (2000)
ISECON 2006
Usage
Behavior
Development: Antecedents of Perceived Ease
of Use
Perceived
Usefulness
Computer
Self-Efficacy
Intention to
Use
Objective
Usability
Usage
Behavior
Perceived
Ease of Use
Computer Self-efficacy – how
does the user feel about their
ability to use technology
Direct
Experience
Objective Usability – objective
system measures, e.g., keystroke
model, expert to novice
performance comparison
Venkatesh and Davis (1996)
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Development: Antecedents of Perceived Ease
of Use
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Study 1:
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Study 2:
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Technology: WordPerfect and Lotus
Sample Size: 36 undergraduate students
Study 3:
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Technology: Chartmaster and Pendraw
Sample Size: 40 MBA students
Pine (electronic mail) and Gopher (information access)
Sample Size: 32 part-time MBA students
Overall Findings
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Before hands-on experience, Computer Self-efficacy was a significant
determinant of Perceive Ease of Use, Objective Usability was not
After direct experience, both Computer self-efficacy and Objective
Usability were significant determinants of Perceived Ease of Use
ISECON 2006
Development: Antecedents Revised
Computer
Self-Efficacy
Perception of
External Control
Computer
Anxiety
Computer
Playfulness
Perception of External Control - availability of support staff
Computer Anxiety – apprehension or fear
Computer Playfulness – desire to explore and play
Perceived Enjoyment – enjoyable apart from performance
consequences
Perceived
Usefulness
Intention to
Use
Perceived
Ease of Use
Perceived
Enjoyment
Objective
Usability
Venkatesh (2000)
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Usage
Behavior
Development: Antecedents of Perceived Ease
of Use
Three studies measured three times over three months
 Study 1:
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Study 2:
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Technology: Multimedia system for property management
Sample Size: 145 real estate agency employees
Study 3:
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Technology: Interactive online help desk system
Sample Size: 58 retail electronic store employees
Technology: Migration to PC-based environment
Sample Size: 43 financial services employees
Pooled Results
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T1: Perceived Enjoyment and Objective Usability not significant
T2: All antecedents significant
T3: Computer Playfulness not significant
ISECON 2006
A review of the Technology Acceptance Model
Extension
ISECON 2006
Extension: Determinants of Intention to Use
Author
Determinant
Finding
Hu et al. (2005)
Availability
Not significant
Huang (2005); Moon
& Kim (2001)
Perceived Playfulness
Not significant
Significant
Gong et al. (2004)
Computer Self-efficacy Significant
Mathieson et al.
(2004)
Perceived Resources
Significant
Chau & Hu (2002)
Perceived Behavioral
Control
Significant
Yi & Hwang (2003)
Application Specific
Self-efficacy
Significant
Van der Heijden
(2004)
Perceived Enjoyment
Significant
ISECON 2006
Extension: Determinants of Attitude
Author
Determinant
Finding
Huang (2005);
Moon & Kim (2001)
Perceived Playfulness
Significant
Shih (2004)
Relevance
Significant
ISECON 2006
Extension: External Variables of Usefulness
Author
External Variable
Finding
Hu et al. (2005)
Efficiency Gain
Significant
Chan & Lu (2004)
Perceived Risk
Significant
Amoako-Gyampah et
al. (2004)
Shared Beliefs
Significant
Chau (2001)
Computer Attitude
Significant
Hong et al. (20012002); Shih (2004)
Relevance
Significant
Liaw & Huang (2003);
Yi & Hwang (2003)
Perceived Enjoyment
Significant
ISECON 2006
Extension: External Variables of Ease of Use
Author
External Variable
Finding
Amoako-Gyampah et
al. (2004)
Shared Beliefs, Training Significant
Chau (2001)
Computer Attitude
Not significant
Mathieson et al. (2001) Perceived Resources
Not significant
Hong et al. (20012002)
Knowledge of Search
Domain
Significant
Hong et al. (20012002); Shih (2004)
Relevance
Significant
Liaw & Huang (2003)
Individual Computer
Experience
Significant
ISECON 2006
A review of the Technology Acceptance Model
Application
ISECON 2006
Application: Original TAM (Supporting)
Author
Technology
Sample Size
Hu et al. (2005)
COPLINK
283 police officers
Huang (2005)
Women-centric
Web site
390 subjects
Amoako-Gyampah
& Salam (2004)
ERP system
409 end-users
Mathieson et al.
(2001)
Bulletin board
system
401 members of IMA
Chau & Hu (2002)
Telemedicine
408 physicians
Perceived Usefulness a stronger determinant than Perceived Ease of Use
ISECON 2006
Application: Original TAM (Opposing)
Author
Gong et al. (2004)
Technology
Web-based
learning system
Sample Size
152 teachers
Moon & Kim (2001) World Wide Web
152 graduate students
Shih (2004)
Internet utilization
behavior
203 office workers
Brown et al. (2002)
Computer banking 107 bank employees
system
Perceived Ease of Use a stronger determinant than Perceived Usefulness
ISECON 2006
Application: Influence of Attitude on Intention
Author
Finding
Hu et al. (2005)
Not significant
Huang (2005)
Significant
Amoako-Gyampah & Salam (2004) Significant
Mathieson et al. (2001)
Significant
Chau & Hu (2002)
Significant
Gong et al. (2004)
Significant
Moon & Kim (2001)
Significant
Shih (2004)
Significant
Brown et al. (2002)
Not significant
ISECON 2006
Application: Parsimonious TAM (Supporting)
Author
Technology
Sample
Hong et al. (20012002)
Digital library
585 students
Chau (2001)
General IT usage
360 undergraduate
business students
Liaw & Huang (2003) Search engines
114 medical
students
Lin & Wu (2004)
End-user computing
195 workers
Yi & Hwang (2004)
Web-based
information system
109 introductory IS
students
Perceived Usefulness a stronger determinant than Perceived Ease of Use
ISECON 2006
Application: Parsimonious TAM (Opposing)
Author
Van der Heijden
(2004)
Technology
Sample
Hedonic
1114 users of a Dutch
information system movie Web site
Perceived Ease of Use a stronger determinant than Perceived Usefulness
ISECON 2006
Application: TAM2 (Mixed results)
Author
Chan & Lu (2004)
Technology
Internet banking
Sample
499 undergraduate and
graduate students
• Subjective Norm and Image significant determinant of
Perceived Usefulness
• Results Demonstrability not a significant determinant of
Perceived Usefulness
• Perceived Ease of Use significant determinant of Perceived
Usefulness, but not of Intention to Use
• Perceived Usefulness significant determinant of Intention to
Use
ISECON 2006
Application: Environment
Volitional
Mandatory
Hu et al. (2005)
Davis & Venkatesh (2000)
Huang (2005)
Brown et al. (2002)
Amoako-Gyampah & Salam (2004)
Mathieson et al. (2001)
Chau & Hu (2002)
Gong et al. (2004)
Moon & Kim (2001)
Shih (2004)
Hong et al. (2001-2002)
Chau (2001)
Liaw & Huang (2003)
Lin & Wu (2004)
Yi & Hwang (2004)
Van der Heijden (2004)
Chan & Lu (2004)
ISECON 2006
Research Potential
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Mixed results of Perceived Usefulness and Perceived Ease of
Use as the stronger determinant
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Volitional versus mandatory use environments
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Ten studies supported Perceived Usefulness
Six studies supported Perceived Ease of Use
How does the type of technology of affect the results?
Fifteen studies conducted in volitional environments
Two studies conducted in mandatory environments
How does the environment affect the results?
The role of Attitude
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Seven studies indicated Attitude as a direct determinant
Two studies indicated Attitude is not a direct determinant
Does attitude play a greater role than previously thought?
ISECON 2006
Importance to Information Systems Educators
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Provides a foundation for assisting faculty to guide
students about the history of TAM
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Provides a quick summary of statistical significance of
various determinants and external variables
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Provides a starting point for evaluating educational
technologies
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Provides a ready reference of current technologies
evaluated with TAM
ISECON 2006
Conclusion
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Examined the development, extension, and application
of TAM
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Identified three specific areas for future research
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Constructed a ready reference for IS educators
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Developed a general overview of TAM for those
interested in technology acceptance
ISECON 2006
Development, Extension, and
Application: A Review of the
Technology Acceptance Model
Jason Sharp
Computer Information Systems
Tarleton State University
Stephenville, Texas, USA
jsharp@tarleton.edu
ISECON 2006
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ISECON 2006
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