Introduction
It is worth not ignoring the fact that technology has significant impacts on different aspects of life such as socializing, communicating, learning, child development and conducting business. With the advancement of technology, people have changed the way they communicate and interact. For example, people have changed from communicating through text messages and are now using Internet-based technologies like Skype and Facebook. The education sector, teachers, have embraced emerging technologies like e-learning to interact with their students and provide them with instructional materials for learning (Kim & Santiago, 2005). Educators who incorporate technology in their teaching have a better chance of enhancing the learning experience of their students. To enhance child development, parents are now using computer games and Internet-based applications to improve the phonic skills of their children. As technology continues to evolve, business organizations have realized the need to embrace information systems to improve business efficiency, communication, data management and gain a competitive advantage over their competitors. One important thing to note is that adopting technology depends on people’s perception of the usefulness of the technology. It also depends on how one finds it easy or difficult to use the intended technology. Many models have been developed to check the degree of acceptance of information system. Examples include Technology Acceptance Model (TAM), Unified Theory of Acceptance and Use of Technology, Everett Rodgers’ Innovation Diffusion Theory, Icek Ajzen’s Theory of Reasoned Action, Theory of Planned Behavior and The Motivational model among others (Surendran, 2012). However, TAM is the most commonly used model for research into new information technology acceptance. Through the Technology Acceptance Model (TAM), technology experts have sought to explain factors that influence people’s acceptance of information technology. This paper will give a detailed description of the model in relation to embracing information technology.
Understanding Technology Acceptance Model
Developed by Davis (1989), the Technology Acceptance Model is a research model useful kin predicting people’s acceptance and use of different information technology systems (Davis, 1989; Legris, Ingham & Collerette, 2003). The model has been verified by researchers in different studies meant to examine the acceptance behavior of technology in different constructs. According to Davis, there are various factors that influence an individual’s acceptance behavior. The most important factors, according to him, are perceived ease of use and perceived usefulness. It is important to note that people embrace a certain technology because they believe that it would help them communicate better, carry out their business more efficiently or enhance their performance in their job. This first variable is referred to as “perceived usefulness.” For example, an individual may tend to use an internet based technology like Skype as he or she believes that it would be more efficient in enhancing communications with friends. Likewise, an organization would adopt video conferencing with a perception that it enhances information sharing among the employees in a better way than emails. Even as people believe that a certain technology tool is more usefulness than others, they may experience difficulties in using it. The extent to which people believe that using a certain technology tool if free of effort is referred to as “perceived ease of use.” For instance, an organization may consider video-conferencing as the most valuable tool ion enhancing communication and information sharing among the employees and between the managers and workers. The organization, however, may find it difficult to embrace this technology because the technology requires more resources and that it is not familiar to most employees. In this case, efforts of use outweigh the performance benefits and, therefore, the organization is less likely to adopt video-conferencing as a communication tool at the workplace.
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According to the Technology Acceptance Model (TAM), perceived usefulness and perceived ease of use are influenced by external factors which include political, social and cultural factors (Davis, 1989). Social factors that influence perceived usefulness and perceived ease of use of information technology include, among others, language, knowledge, and skills. Political factors include the impacts of technology on politics.
Theoretical framework of TAM
The theory of the Technology Acceptance Model is underpinned by the Theory of Reasoned Action and expectancy-value model. The main purpose of the development of the Expectancy-Value theory was to understand and explain the motivating factors of people’s behaviors. The theory posits that people choose to behave in a certain way or manner based on the expected outcomes of those behaviors and the values attributed to those outcomes (Borders, Earleywine & Huey, 2004). Proponents of the expectancy-value theory suggest that understanding the influencing factors of people’s intention helps in predicting the people’s likelihood of engaging in a certain behavior. According to Mazis, Ahtola and Kippel (1975), the term ‘expectancy’ refers to the likelihood that an outcome, either positive or negative, will result from a certain action. In this case, the value ascribed to the outcome determines the tendency to act (Mazis, et al., 1975).
Found in the literature of social psychology and developed by Fishbein and Ajzen, the Theory of Reasoned Action (TRA) is an improvement of the predictive nature of Expectancy-Value Theory. According to Fishbein and Ajzen (1975), TRA is a model used in explaining the determinants of intended behaviors. The theory suggests that the behavioral intention to engage in a certain behavior influences an individual’s performance in that particular behavior. The following figure explains the TRA model.
From the above figure, it is clear that people’s beliefs and evaluations of a particular behavior influence their attitude towards that behavior. These attitudes, in turn, results in behavioral intention. As indicated in the figure, the normative beliefs and motivation have a significant effect on the subjective form which in turn, results in behavioral intention. Beliefs, in this case, refer to people’s subjective likelihood that engaging in a certain behavior will lead to a consequence (Davis et al., 1989). Subjective norm includes the influence that other people will have on an individual’s acceptance decision.
According to Davis et al. (1989), the TAM was developed from TRA with the aim of providing explanations on the factors that determine or influence computer acceptance. The only difference between the two models is that the Tam does not include the element of subjective norm described in the Theory of Reasoned Action. Under TAM, perceived usefulness influences people’s attitudes towards the use of a certain technology. It also indirectly influences the behavioral intention. Perceived usefulness and attitude towards the use of a certain information technology are also influenced by perceived ease of use of that technology. This information is presented in figure 2 below.
Recent research on TAM
Although there are little journal articles on Technology Acceptance Model, researchers continue to conducts studies on its usage in predicting people’s behaviors in relation to embracing or accepting information technology. Recent research has extended TAM to the implementation of ERP, biometric devices and the consumers’ participation in e-commerce. Another recent research has been conducted by Pijpers and van Montfort (2006) to determine whether or not gender influences perceived ease of use and perceived usefulness of a certain technology. In this study, the researchers have discovered that gender does not affect PU and PEOU. However, they have found out that gender positively influences the frequency of actual usage.
Limitations of TAM
According to Lee et al. (2003), the major limitation associated with the TAM model is that its research studies have a self-reported usage. Most of these studies have not measured the actual usage of information technology but have relied on research subject to determine usage. Another limitation of the TAM model is that most TAM researchers use single IS system thereby limiting the reliability and generalization of results and conclusions.
References
Borders, A., Earleywine, M., & Huey, S. (2004). Predicting problem behaviors with multiple expectancies: Expanding expectancy value theory, Adolescence, 39 , 539-551.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13 (3), 319-340.
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35 (8), 982-1003.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
Kim, C., & Santiago, R. (2005). Constructions of e-learning environments in Korea. Educational Technology Research and Development 53 (4), 108–114.
Lee, Y., Kozar, K., & Larsen, K. R. T. (2003). The technology acceptance model: Past, present and future. Communications of the Association for Information Systems, 12 (50), 752- 780.
Legris, P., Ingham, J., & Collerette, P. (2003). Why do people use information technology? A critical review of the technology acceptance model. Information & Management , 40, 191–204.
Mazis, M., Ahtola, O., & Kippel, R. (1975). A comparison of four multi attribute models in the prediction of consumer attitudes. Journal of Consumer Research, 2 , 38-53.
Surendran, P. (2012). Technology acceptance model: A survey of literature. International Journal of Business and Social Research , 2 (4), 175-178.
