The Theory of Reasoned Action predicts that personal attitudes and social norms guide behavioral intention. The Technology Acceptance Model (TAM) is a specific application of Reasonable Action to software adoption, with key terms including Perceived Ease of Use, Perceived Usefulness, Behavioral Intent to Use, and Actual behavior. TAM has been studied in various software and hardware areas, including online environments, cell phones, and telemedicine technology. Other variables that affect TAM include anxiety, compatibility, computing support, enjoyment, experience, self-efficacy, system quality, and computer training.
Rational action is a theory developed by Icek Ajzen and Martin Fishbein in 1975 and based on information integration theory. It deals with the relationship of beliefs with behaviors. The Theory of Reasoned Action (TRA) predicts that personal attitudes and social norms are the two factors that guide behavioral intention. Personal attitudes are composed of an evaluation and the strength of the belief, while societal norms include the components of normative beliefs and the motivation to fulfill those beliefs. The Technology Acceptance Model (TAM) is a specific application of Reasonable Action to the situation of a person considering the adoption of a specific type of innovation, ie software.
The Technology Acceptance Model was originally proposed in 1986 by Fred Davis and developed in 1989. Since then, it has undergone development by several people. Additionally, research on the Technology Acceptance Model has focused on very specific areas of software and has expanded into other areas. Specific software areas that were 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 software and service combinations, particularly in an online environment. For example, considerations for usage, adoption, or commitment to commercial website, e-commerce services, e-prescribing system, Internet banking, groupware and e-collaboration, e-grocery, moderated group chat, distance learning, courses and digital libraries. The study was expanded to include both hardware and software, and the focus of several studies included the use of computers in the workplace, the adoption of cell phones, and the incorporation of telemedicine technology. Specific 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 Usefulness (PU), Behavioral Intent to Use, (BI) and Actual behavior (B). The researchers’ discussions of TAM focus on the relationships of these four variables, pointing out that the PEOU partially determines the PU, but the PEOU cannot compensate for the lack of PU resulting from other factors. Some researchers have focused on identifying other variables, and those most frequently mentioned include anxiety, compatibility, computing support, enjoyment, experience, self-efficacy, system quality, and computer training.
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