Technology Acceptance Model Variables Research Articles

모바일 간편 결제 서비스 이용 의도에 관한 연구 : 기술 수용 모델을 중심으로

The present study applies the TAM (Technology Acceptance Model) to investigate the factors that affect the intention to use the mobile payment services. For this purpose five potential variables (perceived usefulness, perceived convenience, ubiquity, innovativeness, and safety risk) that are expected to affect the intention to use the mobile payment services were selected. An online survey was administered, and 339 questionnaires were analyzed. Structure Equation Model (SEM) Analysis revealed that TAM variables (perceived usefulness and perceived convenience) partially influenced the attitude. The perceived usefulness predicted the attitude while perceived convenience did not predict the attitude toward the mobile payment service. Personal characteristics variable (innovativeness) and mobile nature variables (ubiquity, and security risk) were identified as the predictors of the attitude toward the mobile payment service. While innovativeness and ubiquity affected the attitude positively, security risk affected the attitude negatively. Finally, the analysis substantiated the influence of attitude toward the mobile payment services on the intention to use the services. On the basis of findings, managerial implications and suggestions for further studies were discussed.

Traditional vs. innovative uses of computers among mathematics pre-service teachers in Serbia

ABSTRACTThis study examined pre-service teachers’ intentions to use computers in traditional and innovative teaching practices in primary mathematics classrooms. It extended the technology acceptance model (TAM) by adding as external variables pre-service teachers’ experience with computers and their technological pedagogical content knowledge (TPCK). Data collected from 226 participants revealed that the proposed model had a good fit for both traditional and innovative uses of computers. Structural equation modelling suggested that the established TAM variables, together with TPCK and experience, were significant determinants of pre-service teachers’ intentions to use computers in teaching mathematics at both levels. The most dominant determinant of behavioural intention was TPCK, followed by attitude. The proposed model explained 22.7% of the variance in the use of computers in traditional teaching practices and 27.6% of the variance in the use of computers in innovative teaching practices. The implications for mathematics teaching are discussed in the final section.

Fostering an English Teaching Environment: Factors Influencing English as a Foreign Language Teachers' Adoption of Mobile Learning

The role of mobile technology has significantly increased and been emphasized in English education. However, research investigating EFL teachers' attitudes and behaviors related to mobile technology has been limited in descriptive aspects of the technology, leading to misunderstandings about EFL teachers' needs. Furthermore, many prior studies have examined various aspects of electronic learning (e-learning) and technological developments of mobile learning (m-learning) in English education from the learners' perspective. Therefore, this study proposed a research model that empirically examines behaviors of EFL teacher's' m-learning acceptance by using Fred Davis's Technology Acceptance Model (TAM) as the research framework. As external variables, this research model includes instant connectivity, compatibility, interaction, content enrichment, and computer self-efficacy, influencing the perceived usefulness of TAM. Structural Equation Modeling (SEM) with the data of 189 EFL teachers was used to analyze causal relationships between external variables and TAM variables. The results provide evidence that supports the tested hypotheses. The implications of the findings suggest a new direction for future studies on m-learning.

모바일 증강현실 광고의 맥락특성에 따른 수용자 반응

증강현실을 이용한 광고 시장은 최근 LBS(location based services, 위치기반 서비스)와 결합함에 따라 급성장하고 있다. 본 연구는 기술수용 모델(TAM: Technology Acceptance Model)을 통해 모바일 증강현실 광고의 효과 및 수용의도를 알아보기 위한 연구이다. 외부 영향변인으로 증강현실 광고의 특성인 '맥락 특성'을 선정하고 기술수용모델의 핵심적인 변인이 되는 인지된 유용성과 인지된 용이성 그리고 광고태도와 광고수용의도를 기술수용과정의 중요단서로 채택하였다. 또한 각 단서들 사이의 관계도 검증하였다. 증강현실 광고의 수용 모델에 대한 외부 영향을 검증한 결과, 증강현실 광고의 맥락특성이 인지된 유용성과 인지된 용이성에 각각 유의미한 영향을 주는 것으로 나타났으며 또한 광고태도 및 광고 수용의도에 긍정적 영향을 미치는 것으로 나타났다. Advertisement market using the augmented reality has been rapidly increasing recently due to integration with LBS(location based services). This study was conducted to examine the effect and acceptance intention of mobile augmented reality advertisement through TAM(Technology Acceptance Model). 'Contextual feature,' which is a characteristic of augmented reality advertisement, was selected as an outside effective variable, and perceived usefulness and perceived ease of use, which are the core variables of TAM, and attitude of advertisement and advertisement acceptance intention were selected as important evidences of Technology Acceptance Process. Also, the relationship between each evidences were investigated. As a result of the investigation of the outside influence on the acceptance model of augmented reality advertisement, it was shown that the contextual feature of augmented reality advertisement had meaningful influence on perceived usefulness and perceived ease of use, and it was also shown that it has positive influence on the attitude of advertisement and acceptance intention of advertisement.

Determinants of users’ intention to adopt m-commerce: an empirical analysis

The fast-growing penetration of mobile devices and recent advances in mobile technologies have led to the development of increasingly sophisticated services such as m-shopping for goods or services and m-payment. However, although the number of mobile subscribers is increasing, levels of actual m-commerce activities in many cases remain low. Determining what influences users' intention to use m-commerce is therefore of growing importance. The purpose of this study was to investigate possible factors. To this aim, we developed a conceptual user adoption model based on technology acceptance model variables and on specific factors such as social influence, personal innovativeness, customization, and individual mobility. The empirical results show that social influence and customization significantly affect perceived usefulness; mobility, customization, and personal innovativeness significantly affect perceived ease of use; and perceived usefulness and perceived ease of use have a direct positive effect on behavioral intention.

The Effects of Perceived Risk and Cost on Technology Acceptance: A Study on Tourists’ Use of Online Booking

The aim of this study is to determine how tourists’ online booking sites related risk and cost perceptions affect their adoption level of this technology. In order to detect tourists’ adoption level, Technology Acceptance Model (TAM) was adapted to online reservation technology. In this context, relationships between perceived risk, perceived cost, and the variables of TAM which are perceived ease of use, perceived usefulness, and behavioral intentions were tested. The participants of the study were 242 Russian tourists visiting Antalya, which is an important touristic destination in Turkey. In the research, participants were determined with the convenience sampling method and the data was gathered through face to face survey method. In the analyses of relationships between and effects sizes of variables, Structural Equation Modeling was used. The results revealed that tourists’ risk perceptions about using online reservation technology have negative effects on TAM variables while cost perceptions have positive effects on these variables.

An exploratory study on factors affecting the adoption of cloud computing by information professionals

Purpose– The purpose of this study explores what factors may influence information professionals to adopt new technologies, such as cloud computing in their organizations. The objectives of this study are as follows: to what extent does the technology acceptance model (TAM) explain information professionals intentions towards cloud computing, and to what extent do personal characteristics, such as cognitive appraisal and openness to experience, explain information professionals intentions to use cloud computing.Design/methodology/approach– The research was conducted in Israel during the second semester of the 2013 academic year and encompassed two groups of information professionals: librarians and information specialists. Researchers used seven questionnaires to gather the following data: personal details, computer competence, attitudes to cloud computing, behavioural intention, openness to experience, cognitive appraisal and self-efficacy.Findings– The current study found that the behavioural intention to use cloud computing was impacted by several of the TAM variables, personal characteristics and computer competence.Originality/value– The study expands the scope of research about the TAM by applying it to information professionals and cloud computing and highlights the importance of individual traits, such as cognitive appraisal, personal innovativeness, openness to experience and computer competence when considering technology acceptance. Further, the current study proposes that if directors of information organizations assume that novel technologies may improve their organizations’ functioning, they should be familiar with both the TAM and the issue of individual differences. These factors may help them choose the most appropriate workers.

Exploring the Impact of Social Norms and Online Shopping Anxiety in the Adoption of Online Apparel Shopping by Indian Consumers

The aim of this article is to investigate the relationship between subjective norms, technology anxiety, and other technology acceptance model variables to understand Indian consumers' attitudes and intention to shop for apparel via the Internet. Structural equation modeling was employed to evaluate the research model in determining model fit and significant paths. The subjective norm was found to have a major influence on perceived ease of use, contradictory to previous research. Perceived ease of use and perceived usefulness were found to be important determinants of the intention to shop for apparel online. Indian consumers did not report any technology anxiety. This article provides an initial insight for retailers and researchers that could aid in evaluating entry strategies into online apparel retailing. The research adds to the sparse literature concerning online apparel retailing and consumer shopping behavior in the growing Indian online apparel market.

The Technology Acceptance Model E-Commerce Extension: A Conceptual Framework

Abstract Electronic-commerce has become an important channel for conducting business. Researchers as well as market executives are trying to better understand online consumer behavior. One model used by researchers to understand behavior in the information systems field in general is the technology acceptance model (TAM). The TAM variables are perceived usefulness, perceived ease of use, and intentions. In this study, we suggest the extension of the TAM for its application in the E-commerce field. The original TAM will be extended, by adding four predictor variables. The four predictor variables are process satisfaction, outcome satisfaction, expectations, and E-commerce use. In addition, the TAM will be extended by measuring actual behavior as opposed to measuring intentions as a substitute for actual behavior in previous TAM application studies. We suggest measuring actual use variable in terms of four criterion variables, namely, purchase, access number, access total time, and access average time. The extended TAM is expected to better explain actual behavior in E-commerce environments than the original TAM.

Can openness to ICT and scientific research predict the ICT skills and ICT use of bachelor's students?

In this article, we focus on the question of why some bachelor's students have more proficiency in ICT skills and use computers and the Internet more frequently than other students do. To answer this question, we rely on the core variables of the TAM (Technology Acceptance Model), on the orientation of students toward scientific research, and on contextual factors. TAM has been applied successfully in research before, but in this article, the model is expanded with variables regarding the orientation of students toward scientific research, and is geared towards the relationship to basic ICT skills and the sustained use of these skills. In order to attain a more reliable instrument to measure proficiency in ICT skills and the frequency of ICT use, several new instruments are constructed. The results show that this model, a combination of four basic TAM variables, together with the identity commitment of students focused on the appreciation of scientific research and some context variables, can explain a substantial proportion of the variance in different ICT skills, but considerably less of the frequency of ICT use.

Shopping in Cyberspace

Researchers have explored adolescents' online buying habits as the internet has developed and teenagers' incomes have increased. In this study, that tries to understand adolescent buying behavior, and adolescent decision-making styles as input variable and online shopping behavior as output variable. The Technology Acceptance Model (TAM) is included as a moderating variable. A total of 1,614 adolescents aged 16 to 30 in Taiwan were participants. Correlation, regression, and covariance analyses were used. Results show a positive correlation between adolescents' consumer decision-making styles and purchasing behavior (including planned and unplanned purchases). In addition, compulsive purchases under unplanned purchases showed a positive moderating effect. Recognition of ease of use in TAM had a positive moderating effect on compulsive purchases categorized under unplanned purchases. This research examined the moderating effect of variables in TAM, verifying their effects.

Drivers of Mobile Application Acceptance by Consumers

During the last decades the economy has undergone a huge transformation in terms of telecommunication industry evolution. The use of mobile applications has been generally accepted in society but still little is known about how customers use these applications and how managers can obtain high levels of return on their investments in this domain. The Technology Acceptance Model (TAM) has been used for several years to predict the attitudes and behaviours of consumers of mobile services. However, several authors have recognized the limited applicability when it comes to explaining mobile service acceptance by customers. This paper uses a meta-analytic approach to review the acceptance of mobile services and analyse the relationships between TAM variables and consumer acceptance of mobile services. The authors searched all available academic computer databases to get a deeper understanding of this topic and uncover the most significant drivers of mobile application acceptance by consumers.

Predictive factors of telemedicine service acceptance and behavioral intention of physicians

PurposeDespite the proliferation of telemedicine technology, telemedicine service acceptance has been slow in actual healthcare settings. The purpose of this research is to develop a theoretical model for explaining the predictive factors influencing physicians’ willingness to use telemedicine technology to provide healthcare services. MethodsWe developed the Telemedicine Service Acceptance model based on the technology acceptance model (TAM) with the inclusion of three predictive constructs from the previously published telemedicine literature: (1) accessibility of medical records and of patients as clinical factors, (2) self-efficacy as an individual factor and (3) perceived incentives as regulatory factors. A survey was conducted, and structural equation modeling was applied to evaluate the empirical validity of the model and causal relationships within the model using the data collected from 183 physicians. ResultsOur results confirmed the validity of the original TAM constructs: the perceived usefulness of telemedicine directly impacted the behavioral intention to use it, and the perceived ease of use directly impacted both the perceived usefulness and the behavioral intention to use it. In addition, new predictive constructs were found to have ramifications on TAM variables: the accessibility of medical records and of patients directly impacted the perceived usefulness of telemedicine, self-efficacy had a significant positive effect on both the perceived ease of use and the perceived usefulness of telemedicine, and perceived incentives were found to be important with respect to the intention to use telemedicine technology. ConclusionsThis study demonstrated that the Telemedicine Service Acceptance model was feasible and could explain the acceptance of telemedicine services by physicians. These results identified important factors for increasing the involvement of physicians in telemedicine practice.

An Investigation of the Effects of Organizational Readiness on Technology Acceptance in e-HRM Applications

The primary objective of this study is to investigate the effects of level of readiness to electronic human resource management (e-HRM) applications of enterprises to perceived usefulness, perceived ease of use and behavioral intention which are placed among the basic variables of Technology Acceptance Model. In the study, the readiness to e-HRM applications of enterprises is examined in five dimensions. These are Perceived Organizational Resources (POR), Perceived Organizational Support (POS), Organizational Information Policy (OIP), Perceived Organizational Innovativeness (POI) and Perceived Employee Technical Competency (PETC). The data of this survey were gathered from the enterprises which are placed among the first 500 industrial enterprises in Turkey prepared by Istanbul Chamber of Industry in 2009. The questionnaire was filled out by the directors or managers who have decisive positions in these enterprises. The questionnaire was prepared by taking the advantages of various studies (Udo et al., 2006; Prajogo and Ahmed, 2006; Alegre and Chiva, 2008; Hansen and Birkinshaw, 2007) for the sub dimensions of Organizational Readiness and for technology acceptance scale questions Davis’ Technology Acceptance Model is used. The data is analyzed by SPSS 18. At the end of the survey, it was found that Organizational Readiness variables positively affect e-HRM applications such as perceived usefulness, ease of use and behavioral intention to use.

TAM Application to Chinese Telecom Operators Involved in the E-Government

The study targets on Guizhou telecom operator who provide E-government services in China. This study applies an expanded technology acceptance model (TAM) to explain the telecom operator acceptance by government. Five variables of TAM through telecom operators are considered including system quality, perceived usefulness, and perceived ease of use, trust and intention to use. To demonstrate the applicability of the proposed framework, a case study of evaluating the acceptance of telecom operators by government in Guizhou province of China is conducted. The results show that the proposed framework is effective in assessing the acceptance of telecom operators involved in E-government and the expanding new factor, trust is of vital importance in this model.

Continuance Intention to Use Facebook: A Study of Perceived Enjoyment and TAM

The use of social networking sites has emerged rapidly as an ideal platform for social interaction. Different social networking sites are characterized according to their usage like business networking, entertainment and social interactions. Facebook, the most commonly used site for social interactions has the large number of users worldwide. This study aims to identify the continuance intention of using facebook, through an extension of the Technology Acceptance Model (TAM). TAM is one of the most useful models used for predicting user acceptance. Perceived Enjoyment was added to the TAM variables to explain the continuance intention to use Facebook. A survey method was adopted and the sample constituted students of undergraduate and post graduate courses. The results reveal that the model explains 36% variation in the continuance intention to use Facebook. Perceived Enjoyment was seen to be a strong determinant of attitude towards using Facebook in this study.

Determining the factors that influence college students' adoption of smartphones

This study examines smartphone adoption behavior among American college students by combining all components of innovation diffusion theory (IDT), the technology acceptance model (TAM), the value‐based adoption model (VAM), and the social influence (SI) model. Data indicate that the smartphone adoption rates are beyond the early majority and are now approaching the late majority. The findings of analysis of variance tests revealed that all variables of TAM, VAM, and SI varied across the adopter groups: The current adopter's mean values of the variables were the highest, followed by those of potential and nonadoption groups. Multinomial logistic regression (MLR) analyses revealed that perceived value and affiliation mainly determine the different perceptions of adoption groups. Smartphone adoption, however, was relatively unaffected by perceived ease of use and perceived usefulness. Perceived popularity, perceived price, and ethnicity played a role in distinctive determinants between current adopters and nonadopters. The results imply that adopters perceive smartphones as not only a worthwhile device in which to invest money but also a symbolic device to signal their affiliation and timely technology adoption. Another intriguing finding is the differences of interest in contents between current adopters and nonadopters. Social interactions via social networking services, acquisition for lifestyle, information seeking, and entertainment via gaming were the main applications of interest.

Antecedents of Customer Satisfaction In Internet Banking: Technology Acceptance Model (TAM) Redefined

In the banking sector, various electronic delivery channels are increasingly used for delivering products and services for the convenience of customers at low cost. Internet banking (IB) is one among them. IB is a product of e-commerce in the field of banking and financial services. The present study has been carried out to use the Technology Acceptance Model (TAM) from the Information Technology (IT) literature to investigate the effect of TAM variables on customer satisfaction in the internet-banking context. The model was constructed by incorporating Perceived Risk (PR) to the twin traditional TAM constructs, Perceived Ease of Use (PEOU) and Perceived Usefulness (PU). The model has been empirically validated using 406 IB users selected from the state of Kerala, India. It is found that the constructs PEOU and PU have positive effect on customer satisfaction and PR has negative effect on customer satisfaction. A profile analysis of the respondents revealed that young males, well-educated employees with a moderately high level of monthly income are the major users of IB in Kerala.

Factors influencing IT Adoption by Bank Employees: An Extended TAM Approach

The use of Information Technology (IT) in the banking sector has seen a phenomenal growth in India. For its effective use and implementation, employees' acceptance and the consequent use of IT are important. Davis' Technology Acceptance Model (TAM) (1989) explains users' acceptance of electronic systems. By applying the extended TAM approach to this study, the authors aim to uncover various factors that affect the attitude and acceptance of bank employees towards CBS. The TAM model identifies perceived usefulness (PU), and perceived ease of use (PEU) as impacting attitude towards IT and behavioural intention. The model is extended by identifying social influence, computer self-efficacy, and technological facility as factors affecting perceived usefulness and perceived ease of use. The target respondents for this study were bank employees from the public and private sectors banks (State Bank of India, Union Bank, Bank of India, ICICI Bank, and Axis Bank) situated in the National Capital Territory (NCT) of Delhi. Measurement items applied in this study were an adaptation of previously validated measures or were developed on the basis of a literature review. Responses were analysed using the 7-point Likert Scale that ranged from (1) ‘strongly disagree’ to (7) ‘strongly agree’. To test the reliability of the measures, a pilot study was conducted with 20 randomly chosen employees and modified scales. Structural equation modelling was used to analyse the data. Overall, the findings suggest that extended TAM variables positively influence the intention and usage behaviour through PU and PEU. That is, social influence enhances perceived usefulness; and computer self-efficacy and technology facility influence the perceived ease of use. Again, perceived ease of use significantly influences perceived usefulness which in turn has significant effect on behavioural intention and usage behaviour. Social influence of superiors was the prominent determinant of perceived usefulness of the CBS technology. Hence the role of managers as effective communicators is heightened especially in conveying the benefits of using IT and in turn achieving organizational goals.

Acceptance of Internet Banking System among ICT Professionals

Acceptance of internet banking system among potential young users is crucial to commercial banks to ensure sustainability of banks’ businesses. While the importance of acceptance of young users towards information systems has been recognized in the marketing literature and information system studies, the conceptualization and empirical validation of the behavioral intention of Information and Communication Technology (ICT) literate users for Malaysia’s internet banking context has not been addressed. This paper describes a conceptual model for examining acceptance of internet banking system among potential young users, specifically future ICT professionals. A conceptual model was developed to examine the effects of computer self- efficacy (CSE) and extended technology acceptance model (TAM) on the behavioral intention (BI) of young users to use the internet banking systems. Using stratified random sampling procedure, data were obtained from 281 undergraduate ICT students in a Malaysia’s public university. The result revealed that perceived usefulness (PU), perceived ease of use (PE) and perceived credibility (PC) of extended TAM affect respondents’ intention to use the internet banking systems. PE was found to have stronger influence than PU and PC on BI. The findings unveiled that indirect relationships existed between CSE and BI through PU, PE and PC of TAM. These results validated that CSE and the three variables of TAM were well adopted in predicting individual responses, including young users, to information technology systems. Three implications of these findings were highlighted for future researches and managerial action.