1. Technology Acceptance Model
(TAM)
Damian Gordon

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”.

4. Perceived
Usefulness
Perceived
Ease of Use
Intention to
Use
Usage
Behaviour
Technology Acceptance Model
1989

5. First, a bit of history...

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

8. Attitude
Towards
Behaviour
Subjective
Norm
Behavioural
Intention
Behaviour
Theory of Reasoned Action
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

12. Attitude
Towards
Behaviour
Subjective
Norm
Behavioural
Intention
Behaviour
Theory of Planned Behaviour
1985
Perceived
Behavioural
Control

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

14. Attitude
Towards
Behaviour
Subjective
Norm
Behavioural
Intention
Behaviour
Decomposed Theory of Planned
Behaviour
1995
Perceived
Behavioural
Control
Ease-of-Use
Perceived
Usefulness
Compatibility
Peer Influence
Superior’s
Influence
Self-efficacy
Resource
facilitating
condition
Technology
facilitating
condition

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)

16. So onto the Technology
Acceptance Model (TAM)

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

18. Perceived
Usefulness
Perceived
Ease of Use
Intention to
Use
Usage
Behaviour
Technology Acceptance Model
1989

19. Technology Acceptance Model
1989

20. Technology Acceptance Model
1989