1. Technology Acceptance Model (TAM)
Damian Gordon

2. Technology Acceptance Model
1989
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

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

5. First, a bit of history...

6. 1975 Acceptance Models Theory of Reasoned Action (TRA)
developed by Martin Fishbein and Icek Ajzen

7. 1975 Acceptance Models 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?”).

8. Theory of Reasoned Action
1975
Theory of Reasoned Action
Attitude
Towards
Behaviour
Behavioural
Intention
Behaviour
Subjective
Norm

9. 1985 Acceptance Models Theory of Planned Behaviour (TPB)
developed by Icek Ajzen

10. 1985 Acceptance Models 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.

11. 1985 Acceptance Models 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.

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

13. 1995 Acceptance Models 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.

14. Decomposed Theory of Planned Behaviour
1995
Decomposed Theory of Planned Behaviour
Ease-of-Use
Attitude
Towards
Behaviour
Perceived
Usefulness
Compatibility
Behavioural
Intention
Behaviour
Peer Influence
Subjective
Norm
Superior’s
Influence
Self-efficacy
Resource
facilitating
condition
Perceived
Behavioural
Control
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
1989
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.

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

19. Technology Acceptance Model
1989
Technology Acceptance Model

20. Technology Acceptance Model
1989
Technology Acceptance Model