The Theory of Reasoned Action predicts that personal attitudes and social norms drive behavioral intent. The Technology Acceptance Model is a specific application of Reasoned Action to software adoption, with research extending to other areas such as hardware, services, and specific locations. Key terms include Perceived Ease of Use, Perceived Utilityness, Behavioral Intention to Use, and actual behavior. Other variables include computer anxiety, compatibility, computer support, enjoyment, experience, self-efficacy, system quality, and training.
Reasoned Action is a theory developed by Icek Ajzen and Martin Fishbein in 1975 and based on information integration theory. It deals with the relationship between beliefs and behaviors. The Theory of Reasoned Action (TRA) predicts that personal attitudes and social norms are the two factors that drive behavioral intent. Personal attitudes are composed of an evaluation and the strength of the belief, while social norms include the components of normative beliefs and the motivation for conforming to those beliefs. The Technology Acceptance Model (TAM) is a specific application of Reasoned Action to the situation of a person considering adopting a particular type of innovation, namely software.
The technology acceptance model was originally proposed in 1986 by Fred Davis and further developed in 1989. It has since undergone development by numerous people. In addition, technology acceptance model research has focused on very specific software areas and extended to other areas. Specific software areas that have been studied include word processing, tax preparation software, email and voicemail, building management systems, and marketing decision support systems.
Areas beyond discrete software applications that have been studied include combinations of software and services, particularly in an online environment. This includes, for example, considerations for the use, adoption or engagement of a commercial website, e-commerce services, an e-prescribing system, internet banking, groupware and e-collaboration, an e-supermarket, moderated group chat, distance learning, course websites and digital libraries. The study was expanded to include both hardware and software, and various study focuses included the use of computers in a work environment, the adoption of cell phones, and the integration of telehealth technology. Particular responses to software adoption in specific locations, such as a particular country, were also studied.
Key terms that continue to be discussed in relation to the Technology Acceptance Model, including at least some of its adaptations and extensions, include Perceived Ease of Use (PEOU), Perceived Utilityness (PU), Behavioral Intention to Use, (BI), and actual behavior (B). The researchers’ discussions of TAM focus on the relationships of these four variables, emphasizing that PEOU partially determines PU but PEOU cannot compensate for the lack of PU resulting from other factors. Some researchers have focused on identifying other variables, and those that are cited most often include computer anxiety, compatibility, computer support, enjoyment, experience, self-efficacy, system quality, and training.
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