Hcc lesson6
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This document presents an overview of a lesson on the technology acceptance model (TAM). The objective is to introduce key concepts of TAM, have student groups design concept maps of TAM, and summarize. TAM is presented as attempting to understand technology acceptance in organizations. It includes four versions and draws from other models like the theory of reasoned action. The core idea is that two key factors, perceived usefulness and perceived ease of use, influence users' decisions about adopting technologies.
Hcc lesson6
- 1. Human Centered Computing IFI7172, Lesson 5 @ Sónia 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 acceptance model; • Basic Concept underlying the model; and • Explain it different variation and construct definitions. @ Sónia Sousa, 2014 2
- 3. Technology acceptance model READING 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 concepts and 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 @ Sónia Sousa, 2014 4
- 5. Fundamental notions @ Sónia Sousa, 2014 5
- 6. Main idea behind model • Technology acceptance model – is an attempt to better understand the process of technology acceptance within organizations • It includes 4 versions – TAM 1 – TAM 2 – TAM 3 – UTAUT Basic Concept underlying the model @ Sónia Sousa, 2014 6
- 7. Technology acceptance model • Main Idea behind the model – 2 key factors affects their adoption/acceptance decision • HOW and WHEN they they will use it • It replaces TRA’s 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 improve TRA • 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 Towards Behaviour Subjective Norm Behavioural Intention Behaviour Motivational Model (MM) Need, Desire, Expectancy, Anticipation Behaviour Action Goal Incentive Behaviour Modification
- 10. Model Core Constructs Definitions Theory of Planned Behavior (TPB) Attitude Toward Behavior Adapted from TRA Subjective Norm Adapted from TRA Perceived Behavioral Control • the perceived ease or difficulty of performing the behavior • In context of IS research, perceptions of internal and external constraints on behavior Theory of Reasoned Action (TRA) Attitude Toward Behavior individual’s positive or negative feelings about performing the target behavior Subjective Norm the person’s perception that most people who are important to him think he should or should not perform the behavior in question @ Sónia Sousa, 2014 10
- 11. Decomposed Theory of Planned Behaviour 1995 Attitude Towards Behaviour Subjective Norm Behavioural Intention Behaviour Perceived Behavioural Control Ease-of-Use Perceived Usefulness Compatibility Peer Influence Superior’s Influence Self-efficacy Resource facilitating condition Technology facilitating condition @ Sónia Sousa, 2014 11
- 12. Technology Acceptance Model • Cmbines TRA and TPB – Replaces TRA’s attitude measures with • technology acceptance measures – Perceived usefulness (PU) – Perceived ease-of-use (PEOU) 1989 Attitude Towards Using Perceived Usefulness Perceived Ease of Use Behavioural Intention Actual Use Subjective norm Perceived Behaviour control @ Sónia Sousa, 2014 12
- 13. Venkatesh, V. and Davis, F.D. "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Management Science, 46, 2000, 186-204. Social influence process Cognitive process TAM2 Technology Acceptance Model @ Sónia Sousa, 2014 13
- 14. TAM3 Technology Acceptance Model Venkatesh, V. and Bala, H. “TAM 3: Advancing the Technology Acceptance Model with a Focus on Interventions,” Manuscript in-preparation.
- 15. Technology Acceptance Model (TAM2) Model Core Constructs Definitions Combined TAM and TPB (C-TAM-TPB) Perceived Usefulness the degree to which a person believes that using a particular system would enhance job performance Perceived Ease of Use the degree to which a person believes that using a particular system would be free of effort Subjective Norm Adapted from TRA/TPB. Included in TAM2 only Attitude Toward using Adapted from TRA/TPB Perceived Behavioral Control Adapted from TRA/TPB @ Sónia Sousa, 2014 15
- 16. UTAUT Research Model • Integrates elements across the above models – 4 core determinants of intention and usage, – 4 moderators of key relationship Performance Expectancy Effort Expectancy Social Influence Facilitating Conditions Gender Behavioral Intention Usage Behavior Age Experience Voluntariness of Use
- 17. Unified theory of acceptance and use of technology UTAUT Performance Expectancy Effort Expectancy Social Influence Facilitating Conditions Gender Behavioral Intention Usage Behavior Age Experience Voluntariness of Use @ Sónia Sousa, 2014 17
- 18. Construct Definitions • Attitude: – Individual's positive or negative feeling about performing the target behavior (e.g., using a system). • Behavioral intention: – The degree to which a person has formulated conscious plans to perform or not perform some specified future behavior. • Computer anxiety: – The degree of an individual’s apprehension, or even fear, when she/he is faced with the possibility of using computers. • Computer playfulness: – The degree of cognitive spontaneity in microcomputer interactions. @ Sónia Sousa, 2014 18
- 19. Construct Definitions • Computer self-efficacy: – The degree to which an individual beliefs that he or she has the ability 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 an organizational and technical infrastructure exists to support use of the system. • Image: – The degree to which use of an innovation is perceived to enhance one's status in one's social system. @ Sónia Sousa, 2014 19
- 20. Construct Definitions • Job relevance: – Individual's perception regarding the degree to which the target system is relevant to his or her job. • Objective usability: – A comparison of systems based on the actual level (rather than perceptions) of effort required to complete specific tasks. • Output quality: – The degree to which an individual believes that the system performs his or her job tasks well. @ Sónia Sousa, 2014 20
- 21. Construct Definitions • Performance expectancy: – The degree to which an individual believes that using the system will help him or her to attain gains in job performance. • Perceived ease of use: – See the definition of effort expectancy. • Perceived enjoyment: – The extent to which the activity of using a specific system is perceived to be enjoyable in it’s own right, aside from any 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 important others believe he or she should use the new system. • Subjective norm: – Person's perception that most people who are important to him think he should or should not perform the behavior in question. • Voluntariness: – The extent to which potential adopters perceive the adoption decision to be non-mandatory. @ Sónia Sousa, 2014 22