Technology Acceptance Model for Online Adult Education

Weds April 13 13:30 (11113)

Barbara Lauridsen, MBA

Core Adjunct Faculty, National University

Learner, PhD Information Technology Education, Capella University

blauridsen@gmail.com

www.barbaralauridsen.com

TCC Online Conference     Emerging Technologies, Making it Work

Technology Zone

TRADITIONAL

EMERGENT

(Mentis, 2008, p. 219-220)

Technology Zone

(Mentis, 2008, p. 219-220)

Technology Zone (Design)... two way interactive,

dialogical teaching and

learning, … multiple

ways (networked,

multi-conversational

learning)

… medium allows for the message to be one way, monological teaching

collaboration on single documents or blog >>>>>> allows multiple

networked communication

Some Emerging TechnologiesBLOG IT, TAG IT, SHARE IT!

http://www.flickr.com/photos/habibmi/222296001/sizes/o/

6

www.cerlim.ac.uk/conf/lww7/slides/SeckerPrice.ppt

Too many choices?

How to decide which is useful?

Participate in…

Cultivate wholenessTip #10

Cultivate holistic approachTip #10

Basic Concept

Basic Concept Underlying User Acceptable Models (Hart et al. 2007, p. 108)

Technology Acceptance Model (TAM), an initial construct model

Figure 2 Technology Acceptance Model (TAM) (Davis et al., 1989)

Technology Acceptance Model (TAM)

Figure 2 Technology Acceptance Model (TAM) (Davis et al., 1989)

Perceived Usefulness of Technology (PU)Perceived Ease of Use of Technology (PEOU)Attitude toward Using Technology (ATUT)Intention to Use Technology (IU)

TAM Framework - Research plan for Virtual Communities (VC)

Figure 3 Theoretical Framework Virtual Communities (Hsiu-Fen, 2008, Figure 1, p. 139)

This simple graphic model shows outcome using path significance as a data analysis method to measure VC loyalty.

TAM Framework - Research plan for Virtual Communities (VC)

Figure 3 Theoretical Framework Virtual Communities (Hsiu-Fen, 2008, Figure 1, p. 139) Slide 13+

Perceived Usefulness of Technology (PU)

TAM Framework - Research plan for Virtual Communities (VT)

Figure 3 Theoretical Framework Virtual Communities (Hsiu-Fen, 2008, Figure 1, p. 139)

(PU)

Perceived Ease of Use of Technology (PEOU)

TAM Framework - Research plan for Virtual Communities (VC)

Figure 3 Theoretical Framework Virtual Communities (Hsiu-Fen, 2008, Figure 1, p. 139)

(PU)

(PEOU)

Attitude toward Using Technology (ATUT)Intention to Use Technology (IU)

TAM Framework - Research plan for Virtual Communities (VC)

Figure 3 Theoretical Framework Virtual Communities (Hsiu-Fen, 2008, Figure 1, p. 139)

The author’s self evident conclusion is that to “sustain a successful VC, tool providers need to focus on designing both useful and easy-to-use Web sites (2008, p. 143).

(PU)

(PEOU)

(ATUT) (IU)

TAM Framework - Research plan for Virtual Communities (VC)

Figure 4 Results of TAM Path Significance (Hsiu-Fen, 2008, Figure 2, p. 141)

Resulting statistics for TAM are typical illustrations of a construct model overlaid with summary statistics from the opinion surveys.

(ATUT) (IU)

(PEOU)

(PU)

TAM - Faculty & Technical Support (plan)

Figure 5 TAM Framework including Faculty and Technical Support (Baker-Eveleth et al., 2006, p. 414)

External Variables >>

(ATUT) (IU)

(PEOU)

(PU)

collect data to predict ease of use

Table 1 Questions to Predict Ease of Use (Gibson et al., 2008, Table 1, p. 357)

TAM - Faculty & Technical Support (results)

Figure 6 TAM Estimate Acceptance, Standardized Path Coefficients (Baker-Eveleth et al., 2006, p. 418)

TAM2(IU)

(PEOU)

(PU)

* Figure 7 Integrated Conceptual TAM Constructs (Davis & Wong, 2007, Figure 1, p. 207)

Figure 6 Integrated Conceptual TAM Constructs (Davis & Wong, 2007, Figure 1, p. 207)

(ATUT)

TAM2

Integrated Conceptual TAM Constructs (Davis & Wong, 2007, Figure 1, p. 207)

(PU)

(PEOU)

(ATUT) (IU)

External Variables >>

Analysis quadrant

Figure 7 Resource-based Implications for Disciplinary Strategy (Grover et al., 2009, p. 322)

Artifact referenced in “recognition of the transactional aspect of knowledge, and an appreciation of the concepts outlined in the resource-based model” …

behaviors rather than merely

opinions.

Research Hypotheses (generic construct model diagram)

Figure 8 Hypotheses mapped on TAM Framework (Sánchez-Franco & Roldán, 2005, Figure 2)

threshold to the diffusion curve

Figure 12 How Individual Adoptions Compose Diffusion (Straub, 2009, Figure 1, p. 627).

diffusion curve / innovations

Diiffusion of Innovation Curve (Value Based Management)

Perspectives about TAM

• This applies to educational institutions, to be demonstrated as pilot projects … offering a healthy way to deploy new programs and then seeking testimonies of satisfied students build up the momentum for future opinions, attitudes, intention to use, … or look for something better.

Perspectives about TAM

• The voices of the believers encourage persisting with the TAM approach to measure and then predict acceptance of specific technologies … often for single products or processes.

User Acceptance of I.T. (Unified View)

Extension of the TAM (based on Venkatesh & Davis, 2000, p. 188)

Steps

1. Potential continuation of old habits, or a new policy that a methodology will be mandatory

2. Experience in disciplines of SDLC support tools, or a training requirement to achieve relevant experience

3. Behaviors of developers to accept or reject guidance of a new tool set which will influence daily work tasks

4. Acceptance of the artifacts as default, or to customize the vendor’s solution

5. Features of the SDLC tool for each role

6. Quality of content of deliverables

7. Tool’s features quick-to-learn, common user interfaces, built-in help, setting descriptive labels for features are exhibited during a demo or a trial period.

8. TAM construct summary score from participants for usefulness of the technology.

9. TAM construct summary score from participants appraisal for ease of use, or ease to learn to use the technology.

10. TAM construct average indicating a participant’s intention to use the technology.

11. TAM construct indication the role for usage of the technology (which may correlate to job relevance).

Steps (con’t)1. Potential continuation of old habits, or a new policy that a methodology will be mandatory

2. Experience in the disciplines of the new SDLC support tools, or a training requirement to achieve relevant experience

3. Behaviors of developers to accept or reject guidance of a new tool set which will influence their daily work tasks

4. Acceptance of the artifacts as default, or need to customize the vendor solution

5. Features of the SDLC tool for each role within development teams

6. Quality of content of deliverables, not just format and presentation

7. Tool’s features are meeting industry standard for quick-to-learn, common user interfaces and built in help, setting descriptive labels for degree to which features are exhibited during a demo or a trial period.

8. TAM construct summary score from participants for usefulness of the technology.

9. TAM construct summary score from participants appraisal for ease of use, or ease to learn to use the technology.

10. TAM construct average indicating a participant’s intention to use the technology.

11. TAM construct indication the role for usage of the technology (which may correlate to job relevance).

User Acceptance of I.T. (Unified View)

Constructs for UTAUT (Vankatesh et al. 2003)

Perspectives about TAM (con)

• Grover et al. (2009) stated that TAM is “not operationally valid, since perceived usefulness and perceived ease of use are, by themselves, not operationally valid or actionable”.

• Grover et al. concludes that the TAM “does not capture use in a context in which executives are likely to be interested” – so, TAM in its basic form could be considered to be reliable decision tool.

Perspectives about TAM (pro)

• Bagozzi’s 2007 perspective is that TAM is “a remarkable model” with a long track record for empirical research which is now positioned at a turning point considering that TAM interfaces between academic theory and interpretations about how we study a phenomenon constrained by our own thinking.

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