2.2 The Technology Acceptance Model and Technology Adoption
Developed by Fred Davis and Richard Bagozzi, the Technology Acceptance Model (TAM) explains the adoption of technology by users based on the perceived usefulness and perceived ease of use. Although this theory is used in a wide range of areas, it is mainly applicable in the discipline of technology. Essentially, this theory is used to predict the users’ adoption or acceptance of a service or a system, based on the perceived usefulness (PU) and perceived ease of use (PEOU) of the technology for the purposes of delivering the intended services. TAM is often applied in work settings where perceived usefulness is defined as the extent to which users have faith that using a particular technology …show more content…
For perceived ease of use, TAM measures whether learning a technology would be an easy task for a user, whether a user would find it easy to get a technology or a system to do what is to be done and whether users’ interactions with a technology would be clear and understandable. In addition, TAM measures and explains whether a user would find a technology flexible enough to interact with and whether the said technology would be easy to use eventually. The figure below summarizes the key concepts of …show more content…
Observability refers to the degree to which an innovation is more noticeable than others. An innovation or a technology that is more noticeable is highly likely to record higher usage and access among its users, thus eliciting more positive or negative acceptance or reactions. The more the positive effects of a technology or an innovation are sensed, the more observable the effects are to the consumer, thus high Observability.
Observability is referred to as communicability in some quarters. However, its meaning is the same. That is, is a technology is regularly seen by the target market groups or potential users, and the marketer is able to easily show and described it to the users, it is considered observable or communicable. It is expected that high Observability products translate into increased chances of such products catching on in the market. If someone buys or uses such an innovation and a neighbor or a friend sees it, they take closer look at the product and considers using
Developed by Fred Davis and Richard Bagozzi, the Technology Acceptance Model (TAM) explains the adoption of technology by users based on the perceived usefulness and perceived ease of use. Although this theory is used in a wide range of areas, it is mainly applicable in the discipline of technology. Essentially, this theory is used to predict the users’ adoption or acceptance of a service or a system, based on the perceived usefulness (PU) and perceived ease of use (PEOU) of the technology for the purposes of delivering the intended services. TAM is often applied in work settings where perceived usefulness is defined as the extent to which users have faith that using a particular technology …show more content…
For perceived ease of use, TAM measures whether learning a technology would be an easy task for a user, whether a user would find it easy to get a technology or a system to do what is to be done and whether users’ interactions with a technology would be clear and understandable. In addition, TAM measures and explains whether a user would find a technology flexible enough to interact with and whether the said technology would be easy to use eventually. The figure below summarizes the key concepts of …show more content…
Observability refers to the degree to which an innovation is more noticeable than others. An innovation or a technology that is more noticeable is highly likely to record higher usage and access among its users, thus eliciting more positive or negative acceptance or reactions. The more the positive effects of a technology or an innovation are sensed, the more observable the effects are to the consumer, thus high Observability.
Observability is referred to as communicability in some quarters. However, its meaning is the same. That is, is a technology is regularly seen by the target market groups or potential users, and the marketer is able to easily show and described it to the users, it is considered observable or communicable. It is expected that high Observability products translate into increased chances of such products catching on in the market. If someone buys or uses such an innovation and a neighbor or a friend sees it, they take closer look at the product and considers using