Advances in computer and information technology are changing the way people interact and communicate. People can meet, chat, and work together outside of traditional meeting places and office spaces. For example, with the introduction of software designed to help people plan meetings and make decisions or learning processes, it weakens local issues and alters the power of communication between people. Information technology has a profound effect on the way people teach and learn.
As new information technologies creep into the workplace, home, and classrooms, research into the acceptance of new technologies has begun to attract the attention of professionals and academic researchers. Developers and software companies are beginning to realize that a lack of technological acceptance can lead to financial and operational losses.
In studying user acceptance and use of technology, TAM is one of the most cited models. The Technology Acceptance Model (TAM) was developed by Davis to describe computer use behavior. The theoretical basis of the model was Fishbein and Ajzen’s Theory of Reasoned Action (TRA).
The Technology Acceptance Model (TAM) is an information system (a system that integrates a network of all communication channels used within an organization) theory that shows how users come to adopt and use technology, Model suggests that when users are introduced new. software package, many factors influence their decision on how and when to use it, in particular:
Perceived usefulness (PU) – This was described by Fred Davis as “the degree to which one believes that using a particular program can improve one’s performance”.
Perceived ease-of-use (PEOU) Davis described this as “the degree to which one believes that using a particular system can be free of effort” (Davis, 1989).
TAM’s goal is to “provide a comprehensive definition of computer acceptance decisions, which can define user behaviour across a wide range of end-user computing technologies and user statistics, while simultaneously both negligently and technically permissible.”.
According to TAM, if a user sees a particular technology as useful, he or she will believe in a good working and working relationship. Since effort is a limited resource, the user is more likely to accept an application if he or she sees it as easier to use. The relationship between PU and PEOU is that PU mediates the effect of PEOU in attitude and targeted use. In other words, while PU has a direct impact on mood and use, PEOU influences attitudes and indirect use of PU.
User acceptance is defined as “a significant commitment among a group of users to apply information technology to activities designed to support it” (Dillon & Morris). Although this definition focuses on the planned and targeted use of technology, research reports that individual perceptions of information technology may be influenced by key technical aspects, as well as interactions with other users. For example, the degree to which a person evaluates new technologies as useful, he or she may use them. At the same time, his view of the program is influenced by the way people around him evaluate and use the program.
Information technology research continues to report that users’ attitudes are key factors that affect system success. Over the past few decades, many definitions of attitude have been proposed. However, all theories view attitude as a relationship between a person and an object (Woelfel, 1995).
In the case of information technology, it is a way of studying attitudes – the acceptance model (TAM) model. TAM suggests that users develop a positive attitude towards technology when they see technology as useful and easy to use (Davis, 1989).
A review of expert studies on the adoption and use of IS suggests that TAM has emerged as one of the most influential models in this research series. However, this model – with its initial emphasis on the design of system features – does not take into account the social impact on the adoption and implementation of new information systems.