Technology Acceptance Model
Sherif Kamel
The American University in Cairo
Copyright © 2004 Sherif Kamel
Introduction
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Emerging information technology can not deliver
improved organizational effectiveness if it is not
accepted and used by potential users.
Technology Acceptance Model (TAM) is one of the most
successful measurements for computer usage effectively
among practitioners and academics.
TAM is consistent with Everett Rogers (1983) theory on
diffusion of innovation where technology adoption is a
function of a variety of factors including
o
o
Relative advantage
Ease of use
Copyright © 2004 Sherif Kamel
Organizational Investments in IT
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Investments in computer-based tools to support
planning, decision making and communication
processes are usually risky
o
o
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Role of a champion
Change management
Recognizing the difficulty of specifying the right systems
requirements based on their own preferences and logic,
systems builders always seek methods for evaluating the
acceptability of systems as early as possible
Need to know why people resist computers? Predicting
how users will respond? Attempt to improve users
response
Copyright © 2004 Sherif Kamel
Challenges faced
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Understanding why people accept or reject computers
had proven to be one of the most challenging issues in
information systems (Swanson, 1988)
o
o
o
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o
Users beliefs and attitude is a major determinants
Satisfaction measures are also important
Adaptation to change
Role of culture
Education and awareness are vital
Copyright © 2004 Sherif Kamel
Theory of Reasoned Action
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TAM is an adaptation of the Theory of Reasoned Action
TRA is a widely studied model from social psychology
which is concerned with the determinants of consciously
intended behavior (more general theory)
According to TRA, a person’s performance of a specific
behavior is determined by his/her behavioral intention
(BI) to perform the behavior and BI is jointly determined
by the person’s attitude (A) and subjective norm (SN)
concerning the behavior in question
Copyright © 2004 Sherif Kamel
Theoretical Framework (TRA)
Beliefs and
evaluations
Attitude
towards
behavior
Behavioral
intention (BI)
Normative beliefs
and motivation to
comply
Subjective
norm
BI = A + SN
Copyright © 2004 Sherif Kamel
Actual
behavior
Technology Acceptance Model
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Introduced by Fred Davis in 1986 – an adaptation of TRA
and specifically tailored for modeling user acceptance of
information systems
TAM is based on two main assumptions:
o
o
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Perceived usefulness (PU)
Perceived ease of use (PEOU)
TAM attempts not only for prediction but also for
explanation to help researchers and practitioners identify
why a particular system may be unacceptable and
pursue appropriate steps
Copyright © 2004 Sherif Kamel
Copyright © 1986 Fred D Davis
Technology Acceptance Model
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Purpose of TAM is to assess the user acceptance of
emerging information technology
TAM is more specific and applies only to the use of
computers (usage behavior)
o
TAM addresses the human-computer interface (HCI)
Copyright © 2004 Sherif Kamel
Technology Acceptance Model
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An important factor in TAM is to trace the impact of
external factors on internal beliefs, attitudes and
intentions.
Two particular beliefs are addressed through TAM
o
Perceived usefulness (PU)

o
Prospective user’s subjective probability that using a
specific application system will increase his or her job
performance within an organizational context
Perceived ease of use (PEOU)

Degree to which the prospective user expects the
target system to be free of effort.
Copyright © 2004 Sherif Kamel
Copyright © 1986 Fred D Davis
PU and PEOU Scales
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Perceived usefulness
o
o
o
o
o
o
Work more quickly
Job performance
Increased productivity
Effectiveness
Makes job easier
Useful
Copyright © 2004 Sherif Kamel
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Perceived ease of use
o
o
o
o
o
o
Easy to learn
Clear and understandable
Easy to become skillful
Easy to use
Controllable
Easy to remember
Theoretical Framework (TAM)
Perceived
Usefulness
(PU)
Attitude
toward
using
External
Variables
Perceived
Ease of Use
(PEOU)
Copyright © 2004 Sherif Kamel
Behavioral
Intention to
use
Actual
system
use
Technology Acceptance Model
(TAM) by F D Davis (1986)
Copyright © 1986 Fred D Davis
Example beliefs
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I would save time in creating and editing documents
I would find it easier to create and edit documents
My documents would be of a better quality
I would not use alternative presentation packages
I would experience problems gaining access to the
computing center due to crowds
I would become dependent on PowerPoint
I would not use PowerPoint after I leave my current
employer
Copyright © 2004 Sherif Kamel
Determinants of managerial
computer use
1. People’s computer use can be predicted reasonably
well from their intentions
2. Perceived usefulness is a major determinant of people’s
intentions to use computers
3. Perceived ease of use is a significant secondary
determinant of people’s intentions to use computers
Copyright © 2004 Sherif Kamel
TAM Implications
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Planning is vital for IS success
o
o
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Early warning techniques
Systems testing
Mapping paper designs to actual systems outcomes
Continuous exposure, usage and assessment during systems
development phases
Copyright © 2004 Sherif Kamel
Relationship between ease of use,
usefulness and usage
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Everett Rogers claims that adoption of innovation is a
function of a variety of factors including
o
o
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Relative advantage
Ease of use of the innovation itself
It is important to note whether the use of the innovation
is a…
o
o
Job requirement
Voluntary
Copyright © 2004 Sherif Kamel
Example Applications
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Electronic mail
Voice mail
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Copyright © 2004 Sherif Kamel
Word processing
Spreadsheets
Graphics
Conclusion
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There is no absolute measure to ease of use or
usefulness
User perceptions of these constructs may vary with time
and experience for any given application
Technology innovation and frequent use are important
elements
Element of trust is an integral part of the formula
Copyright © 2004 Sherif Kamel