Technology acceptance model (TAM)

    Introducing TAM, Davis et al. (1989) stated that:  “The goal of TAM is to provide an explanation of the determinants of computer acceptance that is general, capable of explaining user behaviour across a broad range of end-user computing technologies and user populations”.  (Davis et al. 1989, p. 985).

    While Davis (1985) believes that technology adoption is mediated through behaviour, subjective norm as a construct in TRA had uncertain theoretical status and was difficult to measure, a point that was accepted even by Fishbein and Ajzen (1975) who felt that subjective norm was the least understood aspect of TRA. Subjective norm is an all-encompassing term that can range from a person’s individual dispositions to internalisation of social norms. It is also assumed to be possessed by a person or is attributed to him/her, whereas attitude is a more objective term that a person articulates specifically in relation to the object at hand. As a result, Davis (1985) adopted only the construct of attitude.

    Davis (1985) relied on numerous other interrelated studies to conceptualise the two distinct constructs of perceived usefulness and perceived ease of use. Perceived Usefulness (PU) is defined as “the degree to which a person believes that using a particular system would enhance his or her job performance” (Davis 1989, p. 320). Usefulness refers to the capability of a technology to reduce time and achieve higher efficiency and accuracy (Teo et al. 2008). PU has been found to be a significant factor influencing the use of email communication in many studies (Adams et al. 1992; Davis 1989, 1993; Huang 2003). Perceived Ease of Use (PEOU) is defined as “the degree to which a person believes that using a particular system would be free of effort” (Davis 1989, p. 320). Ease defined as “freedom from difficulty or great effort” (Davis 1989, p. 320). Although PU has been proven to be a stronger determinant than PEOU, users’ expectations of ease of use are also important (Davis 1989) and it has been validated as a factor affecting email usage (Adams et al. 1992; Baninajarian 2009; Davis 1989, 1993; Huang 2003). Moreover, Hong et al. (2006, p. 1819) also suggested that TAM is the most parsimonious that can be applied to research both initial and continued IT acceptance.