What Is the Technology Acceptance Model?

Technology Acceptance Model (TAM). In 1989, the technology acceptance model was a model proposed by Davis1 when using rational behavior theory to study the acceptance of information systems by users. The original purpose of the technology acceptance model was to determine the widespread acceptance of computers. Factors make an explanation. The technology acceptance model proposes two main determinants: perceived usefulness, which reflects the extent to which a person believes that using a specific system will improve his work performance; perceived ease of use ), Reflecting the degree to which a person finds it easy to use a specific system.

Technology Acceptance Model

Chinese name: Technology Acceptance Model
Foreign name: Technology Acceptance Model

Short name: TAM
Time: in 1989

Structure of Knowledge Management System Acceptance Model

At present, more and more organizations realize that organizational competitiveness depends on the effective management of intellectual resources, making knowledge management a very important organizational function quickly. Knowledge management includes a wide range of complex organizational, social, and behavioral factors. Nevertheless, information technology is still a major factor in the current research of knowledge management. Knowledge-based management is supported by information-related technologies, and technology acceptance models are used to study the acceptance of knowledge management systems. The model's main measurement technology accepts the model's two main factors-the relationship between perceived usefulness, ease of use and the user's intention to use the knowledge management system, and actual use.

Compared with Davis's original technology acceptance model, the research model did not consider the attitude of wanting to use, because Davis found in 1989 that the attitude of wanting to use only partially mediates the effect of perceived usefulness on the behavioral intention of using The role, because there are no factors affecting the usefulness of perception and the ease of use in the research model, so external variables are not included in the research model.

Structure of ERP application system acceptance model

Enterprise resource planning is a system that can handle multiple functions including finance, human resources, manufacturing, material management, sales and distribution. Implementing ERP requires a lot of

Different technology acceptance models have different factors because of the different objects they accept. The measurement of these factors is the empirical basis, and the factor measures of different technology acceptance models are compared.

When conducting empirical research on each research model, first determine the independent variables, intermediate variables, and dependent variables of the model according to the research model, and then select appropriate samples to sample data for each variable, analyze the sampled data, and draw corresponding conclusions.

Variable analysis of acceptance models of different technologies

Different technology acceptance models have different topologies and empirical variables are also different.

Data sampling and data analysis methods in empirical research

schematic diagram

TAM theory can analyze the various influencing factors of book online marketing and explain the attitude of online readers and users. It can be applied to different online book marketing methods, such as online bookstores and publisher websites. Here, we take the online bookstore as an example for research design.

Research Objects of Technology Acceptance Model

Online bookstore users. 2

Origin of Technology Acceptance Model Research

Books online marketing methods include online bookstore marketing, publisher website marketing, email marketing, mobile marketing, blog marketing, etc. Among them, the online bookstore model is the most mature and has research value.

Purpose of Technology Acceptance Model

Use TAM theory to analyze the external factors that affect the operation of online bookstores, and try to find out which factors have the greatest impact on customers-Internet users, and help online bookstores improve their operating models.

Refinement of technical acceptance model variables

Applying TAM theory to the research of online bookstores needs to refine the external factors in the above model. Specifically, external variables affecting user behavior include: basic website functions, bibliographic information functions, personalized service functions, distribution service functions, book quality, prices, and transaction security. Using the TAM analysis framework, the above external variables need to be detailed in the form of questions in the questionnaire, which will not be repeated here.

Research Methods of Technology Acceptance Model

This study takes the form of a questionnaire distributed to online bookstore users to refine and score the above variables. This case questionnaire design uses Likertscaling. The answer options for each question are divided into completely disagree, disagree, no opinion, agree, and fully agree, and assign a value of 1 to 5 respectively.

The purpose of this case is to verify the correlation between indicators such as basic website functions, bibliographic information functions, personalized service functions, distribution service functions, and transaction security and online bookstore usage behavior. Because TAM theory exists between perceived usefulness and usage behavior Positive correlation, this case mainly verifies the correlation between the above indicators and perceived usefulness.

In this study, the scores of the corresponding items of each indicator are added up and averaged as the measurement results of each study variable. This method is also well documented (Gerbing & Anderson, 1988). The verification method adopted in this case is simple linear regression, and the main test indicators will be given in each test.

(1) Basic sample data. This survey used the form of online questionnaires. A total of 250 questionnaires were distributed, and 194 valid questionnaires were returned. The questionnaire recovery rate was 77.6%. According to the statistics of the recovered samples, men accounted for 60.3% of the total number and women accounted for 39.7%. Undergraduate education accounted for the largest proportion, reaching 60.8%; in the Internet age survey, 56.2% were more than 2 years old, accounting for the majority. This coincides with Zhang Zhiqiang's point of view in the article "From the Development of Domestic Online Bookstores".

(2) Regression analysis and related indicators. Regression analysis is based on a large number of statistical data, using mathematical statistics to establish the regression relationship function expression between the dependent variable and the independent variable.

Normalized is a metric in regression analysis. A positive value indicates a positive correlation between the independent and dependent variables, while a negative value indicates a negative correlation between the independent and dependent variables.

The p-value is a decreasing indicator of the degree of confidence in the result. The larger the p-value, the less the correlation of the variables in the sample is not a reliable indicator of the correlation of the variables in the population. In fact, the p-value is the probability that the observation is considered valid, that is, the overall representative error. For example, p = 0.05 indicates that 5% of the variables in the sample may be caused by chance. In many areas of research, a p-value of 0.05 is often considered a marginal level of acceptable error.