2. Technology Acceptance Model
The Technology Acceptance Model (TAM) is
an information systems theory that models
how users come to accept a technology and
how they use that technology.
Developed by Fred Davis in 1989
1989
3. Fred Davis
Fred D. Davis’s 1989
articles in MIS Quarterly and
Management Science are
the most highly cited articles
in those journals.
Davis is listed in ISI
HighlyCited.com, which
features “the world's most
influential researchers”.
6. Theory of Reasoned Action (TRA)
developed by Martin Fishbein and Icek Ajzen
Acceptance Models
1975
7. Theory of Reasoned Action (TRA)
TRA suggests that a person's behavioural
intention depends on the person's attitude
about the behaviour (“Would I do this sort of
thing normally?”) and subjective norms
(“Would other people in the group do this?”).
Acceptance Models
1975
9. Theory of Planned Behaviour (TPB)
developed by Icek Ajzen
Acceptance Models
1985
10. Theory of Planned Behaviour (TPB)
Extension of his Theory of Reasoned Action
(TRA), since TRA states that actual
behaviour is highly related to behavioural
intention, but the results of some studies
show that, because of circumstantial
limitations, behavioural intention does not
always lead to actual behaviour.
Acceptance Models
1985
11. Theory of Planned Behaviour (TPB)
TPB adds the notion of Perceived
behavioural control which refers to a
person’s perceptions of their ability to
perform a given behaviour.
Acceptance Models
1985
13. Decomposed Theory of Planned
Behaviour (DTPB)
developed by Taylor and Todd
Like the TPB but decomposes the attitudinal,
normative and control beliefs into
multidimensional constructs, which provides
more explanatory power, better diagnostic
value and strengthens the ability of the
model to explain behavioural intention.
Acceptance Models
1995
15. Other Models
Diffusion of Innovations Theory (DIT)
Innovation Diffusion Theory (IDT)
The Social Cognitive Theory (SCT)
The Motivational Model (MM)
The Model of PC Utilisation (MPCU)
Unified Theory of Acceptance and Use of
Technology (UTAUT)
Matching Person & Technology (MPT)
17. Technology Acceptance Model
When users are presented with a new
technology, two key factors influence their decision
about how and when they will use it:
– Perceived usefulness (PU) - the degree to which a person
believes that using a particular system would enhance his
or her job performance.
– Perceived ease-of-use (PEOU) - the degree to which a
person believes that using a particular system would be free
from effort.
1989