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Technology Acceptance model

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  • 1. Human Centered ComputingIFI7172, Lesson 5@ Snia Sousa, 2014 1

2. Objective The objective of this lesson is to Present reading key concepts; (1:30 h) Gather groups and design concept maps. (30m) Sum up (15m) Address the notion behind the technology acceptancemodel; Basic Concept underlying the model; and Explain it different variation and construct definitions.@ Snia Sousa, 2014 2 3. Technology acceptance modelREADING ASSIGN 3 4. STS Common understand Group of 4 work on a common understand 30 minutes go to TAM Key concepts build a Concept map or Mind map base on those conceptsand your previous reading you can use Cmaps tools or you can use this online tools http://www.wisemapping.com/ http://www.mindmeister.com/ Present 10 minutes@ Snia Sousa, 2014 4 5. Fundamental notions@ Snia Sousa, 2014 5 6. Main idea behind model Technology acceptance model is an attempt to better understand the process oftechnology acceptance within organizations It includes 4 versions TAM 1 TAM 2 TAM 3 UTAUTBasic Concept underlying the model@ Snia Sousa, 2014 6 7. Technology acceptance model Main Idea behind the model 2 key factors affects their adoption/acceptancedecision HOW and WHEN they they will use it It replaces TRAs attitude measures with technology acceptance measures ease of use, and usefulness 8. Models that support TAM Theory of Reasoned Action (TRA) Motivational Model (MM) this models aims to predict behavioral intention Theory of Planned Behavior (TPB) Decomposed Theory of Planned Behavior (DTPB) Links beliefs and behaviors; and was made to improveTRA Technology Acceptance model (TAM) Is an extension of theory of reasoned action (TRA) Also combines TRA and TPB 9. Theory of Reasoned Action (TRA)Attitude TowardsBehaviourSubjectiveNormBehaviouralIntentionBehaviourMotivational Model (MM)Need, Desire,Expectancy,AnticipationBehaviour Action Goal IncentiveBehaviourModification 10. Model Core Constructs DefinitionsTheory of PlannedBehavior (TPB)Attitude TowardBehaviorAdapted from TRASubjective Norm Adapted from TRAPerceived BehavioralControl the perceived ease or difficulty of performing the behavior In context of IS research, perceptions of internal andexternal constraints on behaviorTheory of ReasonedAction (TRA)Attitude TowardBehaviorindividuals positive or negative feelings about performingthe target behaviorSubjective Normthe persons perception that most people who areimportant to him think he should or should not perform thebehavior in question@ Snia Sousa, 2014 10 11. Decomposed Theory ofPlanned Behaviour1995AttitudeTowardsBehaviourSubjectiveNormBehaviouralIntentionBehaviourPerceivedBehaviouralControlEase-of-UsePerceivedUsefulnessCompatibilityPeer InfluenceSuperiorsInfluenceSelf-efficacyResourcefacilitatingconditionTechnologyfacilitatingcondition@ Snia Sousa, 2014 11 12. Technology Acceptance Model Cmbines TRA and TPB Replaces TRAs attitude measures with technology acceptance measures Perceived usefulness (PU) Perceived ease-of-use (PEOU)1989Attitude Towards UsingPerceivedUsefulnessPerceived Ease ofUseBehavioural Intention Actual UseSubjective normPerceived Behaviourcontrol@ Snia Sousa, 2014 12 13. Venkatesh, V. and Davis, F.D. "A Theoretical Extension ofthe Technology Acceptance Model: Four LongitudinalField Studies," Management Science, 46, 2000, 186-204.SocialinfluenceprocessCognitive processTAM2Technology Acceptance Model@ Snia Sousa, 2014 13 14. TAM3Technology Acceptance ModelVenkatesh, V. and Bala, H. TAM 3: Advancing theTechnology Acceptance Model with a Focus onInterventions, Manuscript in-preparation. 15. Technology Acceptance Model (TAM2)Model Core Constructs DefinitionsCombined TAMand TPB (C-TAM-TPB)PerceivedUsefulnessthe degree to which a person believes that using aparticular system would enhance job performancePerceived Ease ofUsethe degree to which a person believes that using aparticular system would be free of effortSubjective Norm Adapted from TRA/TPB. Included in TAM2 onlyAttitude TowardusingAdapted from TRA/TPBPerceivedBehavioralControlAdapted from TRA/TPB@ Snia Sousa, 2014 15 16. UTAUT Research Model Integrates elements across the above models 4 core determinants of intention and usage, 4 moderators of key relationshipPerformanceExpectancyEffortExpectancySocialInfluenceFacilitatingConditionsGenderBehavioralIntentionUsageBehaviorAge ExperienceVoluntarinessof Use 17. Unified theory of acceptance and useof technology UTAUTPerformanceExpectancyEffortExpectancySocialInfluenceFacilitatingConditionsGenderBehavioralIntentionUsageBehaviorAge ExperienceVoluntarinessof Use@ Snia Sousa, 2014 17 18. Construct Definitions Attitude: Individual's positive or negative feeling about performing thetarget behavior (e.g., using a system). Behavioral intention: The degree to which a person has formulated conscious plans toperform or not perform some specified future behavior. Computer anxiety: The degree of an individuals apprehension, or even fear, whenshe/he is faced with the possibility of using computers. Computer playfulness: The degree of cognitive spontaneity in microcomputerinteractions.@ Snia Sousa, 2014 18 19. Construct Definitions Computer self-efficacy: The degree to which an individual beliefs that he or she has theability to perform specific task/job using computer. Effort expectancy: The degree of ease associated with the use of the system. Facilitating conditions: The degree to which an individual believes that anorganizational and technical infrastructure exists to support useof the system. Image: The degree to which use of an innovation is perceived toenhance one's status in one's social system.@ Snia Sousa, 2014 19 20. Construct Definitions Job relevance: Individual's perception regarding the degree to which thetarget system is relevant to his or her job. Objective usability: A comparison of systems based on the actual level (ratherthan perceptions) of effort required to complete specifictasks. Output quality: The degree to which an individual believes that the systemperforms his or her job tasks well.@ Snia Sousa, 2014 20 21. Construct Definitions Performance expectancy: The degree to which an individual believes that using thesystem will help him or her to attain gains in jobperformance. Perceived ease of use: See the definition of effort expectancy. Perceived enjoyment: The extent to which the activity of using a specific systemis perceived to be enjoyable in its own right, aside fromany performance consequences resulting from system use. Perceived usefulness: See the definition of performance expectancy. 22. Construct Definitions Perception of external control: See the definition of facilitating conditions. Result demonstrability: Tangibility of the results of using the innovation. Social influence: The degree to which an individual perceives that importantothers believe he or she should use the new system. Subjective norm: Person's perception that most people who are important to himthink he should or should not perform the behavior in question. Voluntariness: The extent to which potential adopters perceive the adoptiondecision to be non-mandatory.@ Snia Sousa, 2014 22