TECHNOLOGY ACCEPTANCE MODEL (TAM)

The technology acceptance model (English: Technology Acceptance Model,

abbreviated as TAM) is one of the models built to analyze and understand the factors
that influence the acceptance of the use of computer technology.

This theory was first proposed by Davis (Davis M., 1986) [1] and subsequently used and
re-developed by several scientists, for example Adam et al. (1992) Szajna (1994),
Igbaria et al. (1995) and Venkatesh and Davis (2000).

Technology Acceptance Model (TAM), which was first introduced by Davis, is an

application and development of Theory of Reasoned Action (TRA) which is specialized
to model user acceptance of information systems. The purpose of TAM is to explain the
determinants of acceptance of information-based technology in general and explain the
behavior of end-users (end-users) of information technology with a fairly wide variation
and user population. Ideally a model is a user. And a model should be a predictions,
accompanied by explanations, so that researchers and practitioners can identify why
certain systems may not be acceptable, so it is necessary to take revision steps in order
to take corrective steps, to overcome them.

In the end, the purpose and objective of TAM is to provide a basis in order to determine
the influence of external factors on internal beliefs, attitudes, and intentions. TAM is
formulated to achieve this goal by identifying a small number of key variables, obtained
from previous research on theory and the determinants of technology acceptance, and
applying TRA as a theoretical background in modeling relationships between variables.

TAM aims to explain and predict user acceptance of a technology. TAM is the
development of TRA and is believed to be able to predict user acceptance of technology
based on the impact of two factors, namely perceived usefulness and perceived ease of
use (Davis, 1989).

According to Davis (1989) TAM is a theory of information systems designed to explain

how users understand and apply an information technology.

TAM adopts TRA from Fishbein and Ajzen (Fishbein, 1967) which is used to see the
level of use of respondents in receiving information technology. The original
construction of TAM itself, which was formulated by Davis (1989), is perceived
usefulness, perceived ease of use, attitude, behavioral intention, actual use and added
several external perspectives, namely, experience and complexity

Perceived Usefulness

Perceived usefulness is a phase where a person believes that the user of a particular
system will be able to increase that person's work performance. Based on this definition,
it can be interpreted that the usefulness of using ICT can increase the performance,
work performance of anyone who uses it.

Thompson et. al (Thompson) then concludes that the benefits of information technology
are the expected impact of information technology users in carrying out their duties.
Thompson (1991) also states that individuals will use information technology, if the
person has a good understanding of the benefits or usefulness of its use.

Ease of use is also one of the points in the TAM model, which has been tested in the
research of Davis et al. (1989). The results of the study show that this factor is
empirically proven, can explain the reasons for end users in using information systems
and explain that the new system which was being developed was accepted by end
users.

Perspective of Ease of Use

The ease of use perspective can convince users that the information technology to be
applied is something that is easy and not a burden for them. ICTs that are not difficult to
use will continue to be applied by companies.

Davis (1989) in his book also states that the perspective of perceived ease of use is a
level where a person believes that the use of a particular system can reduce a person's
effort in doing something. The frequency of use and interaction between the user (user)
and the system is also able to show the ease of use. The system that is used more
often shows that the system is better known, easier to operate and easier to use by its
users.

Attitude Toward Using

Attitude towards the application of something according to Aakers and Myers (1997) is,
the attitude of the pros or cons of the application of a product. The pro or contra attitude
towards a product can be applied to predict a person's behavior or intention to use a
product or not to use it. Attitude toward using technology (attitude toward using
technology), is defined as the user's evaluation of his curiosity in using technology.

Behavioral Intention to Use

Behavioral intention to use is a behavioral tendency to keep applying a technology

(Davis, 1989). The level of use of a computer technology on a person can be predicted
from the attitude and attention of the user to the technology, for example, the desire to
add supporting peripherals, the desire to continue to use, and the desire to influence
other users.
Actual Use (Actual Use)

Actual system usage is a real condition of system application (Davis, 1989). Someone
will feel happy to use the system if they believe that the system is not difficult to use and
proven to increase their productivity, which is reflected in the real conditions of use. The
form of measurement of actual system usage is how often and duration of use of ICT.
Actual technology use is measured by the amount of accumulated time spent interacting
with technology and how often the technology is used.

Job Fit (Job Fit)

Thompson et al. (1991) made a research model that took some of the theories
proposed by Triandis. The benchmarks that affect the application of information
technology include social benchmarks, impact, level of complexity, task suitability, long-
term effects, and conditions that facilitate the use of information technology. Task fit is
interpreted as a correspondence between task requirements, one's abilities and the
functionality of the technology. The suitability of tasks and technology is influenced by,
among others, the relationship between the individual characteristics of the user, the
technology applied, and technology-based tasks.

Experience (Experience)

Ajzein and Fishbein (1980) in their research found that there were significant differences
between experienced and unexperienced users in influencing actual use. Taylor and
Todd's (1995) study in examining experienced users also showed that there was a
significant correlation between interest in using a technology and the behavioral usage
of an experienced technology.

Complexity

Thompson et.al (1991) explained that the more complex an innovation, the lower the
level of application. Innovation of an ICT can affect the understanding of users to use
ICT.
 (TAM framework)

MODEL UNIFIED THEORY OF ACCEPTANCE AND USE OF TECHNOLOGY 2

The UTAUT model is a technology acceptance and use model proposed by Venkatesh
et al. (2003). Compiled on the basic theories of acceptance and behavior of technology
use, UTAUT brings together the best characteristics derived from eight other theories of
technology acceptance so that the Model has been developed in such a way by
Venkatesh et al. (2003) with a review and consolidation of existing models. In 2013,
Venkatesh and several other researchers developed the first UTAUT model to be
UTAUT 2. The UTAUT 2 model is a further development of the UTAUT model which
studies the acceptance and use of a technology in a consumer context [9]. The purpose
of the UTAUT2 model is to identify three important constructs of research into the
acceptance and use of technology for both the public and consumers, modify some of
the existing relationships in the concept of the UTAUT model, and introduce new
relationships. Three constructs were added namely hedonic motivation, price value, and
habit, extending UTAUT to UTAUT2. So far, UTAUT has been redeveloped from the
organizational context to the individual consumer context, which is named the UTAUT2
Model. The UTAUT2 method is a synthesis or combination of elements contained in
eight other leading technology acceptance models with the aim of obtaining a unified
view of the user or users. The main goal of research using UTAUT is to help
organizations understand how users react to the introduction of new technologies
(Wang, 2005). Initially, UTAUT was developed from the Technology Acceptance Model
(TAM) in 2003 with four constructs that influence behavioral intentions to use
technology, namely: performance expectancy, effort expectancy, social influence,
facilitating conditions.

The reason for adding the three main constructs is

(1) Hedonic Motivation is a key predictor in many studies on consumer behavior in the
context of consumer use of technology;

(2) Price Value because consumers will incur costs in the use of technology that is
considered in accordance with the benefits provided; and

(3) Habits that have been proven as factors that can predict habits in technology use.

1. Behavioral intention is defined as the level of desire or intention of users to use the
system continuously with the assumption that they have access to information. A person
will be interested in using a new information technology if the user believes that using
the information technology will improve their performance, using information technology
can be done easily, and the user gets the influence of the surrounding environment in
using the information technology.

2. Use Behavior The behavior of using information technology (use behavior) is

defined as the intensity and/or frequency of users in using information technology. The
behavior of using information technology is very dependent on the user's evaluation of
the system. An information technology will be used if the information technology user is
interested in using the information technology because of the belief that using the
information technology can improve their performance, using information technology
can be done easily, and the influence of the surrounding environment in using the
information technology.

3. Performance Expectancy is the extent to which a person believes that using the
system will help him to achieve gains in his job performance. Performance expectations
are a strong contraction of intention to use so that it can be concluded that someone
who has believed an information system can help his work will tend to use the system
for a longer time. In this concept there is a combination of variables obtained from
previous research models regarding the acceptance and use of technology models.

4. Effort Expectancy (Business Expectations) are the level of convenience

associated with system users [12]. The easy use of information technology can lead to
the perception that the system is useful for him and create comfort when using it.
However, if this system is difficult to use, the feeling of comfortable working with the
system will not appear and the intention to use the system will decrease.

5. Social Influence (Social Factors) According to Ventesh and Davis (2000), social
influence has an impact on individual behavior through three mechanisms, namely
compliance, internalization, and identification. It can be concluded that the more
influence given by an environment to potential users of information technology to use a
new information technology, the greater the interest that arises from the personal
potential of these users in using information technology because of the strong influence
of the surrounding environment.

6. Facilitating Conditions are variables that have a direct influence on the use of the
system and are also defined as “the degree to which a person believes that the
organizational and technical infrastructure can support the use of the system”. In
general, users with lower levels of facilitating conditions will have lower intentions to use
a technology. The impact of these facilitating conditions is moderated by age, gender,
and experience. Older consumers tend to face more difficulty in processing new
information (Morris et al., 2005).

7. Hedonic Motivation is the pleasurable pleasure that comes from using technology,
and has been shown to play an important role in determining acceptance and use of
technology. According to Venkatesh et al (2012) that Hedonic Motivation is a pleasure
motivation obtained from the use of a system or technology. In several studies, such as
those conducted by Van der Heijden (2004) and Thong et al (2006), it was found that
Hedonic Motivation directly affects the acceptance and use of technology. In the
consumer context, hedonic motivation has also been found to be an important
determinant of technology acceptance and use. Thus, we add Hedonic Motivation as a
predictor of consumer behavior to use technology.

8. Habit The last construct added to UTAUT is Habit. Venkatesh et al. (2003) the
experience is operated as three levels based on the passage of time: (1) post-training is
when the system is initially available for use; (2) one month later; (3) three months later.
Habits were defined by Limayem et al. (2007) the extent to which people tend to
perform behaviors automatically due to learning, while Kim et al. (2005) equate habit
with automaticity. Although conceptualized in the same way, habits have been
organized in two different ways.