The technology acceptance model (TAM) is a model that looks to explain users’ intent to use technology, as well as their actual usage of technology. The technology assumes that certain factors predict technology usage and acceptance. These factors include perceived usefulness, ease of use, and feasibility.
Fred Davis and Richard Bagozzi invented the technology (TAM). The technology was then further expanded upon by Venkatesh et al..
technology acceptance model
First, technology assumes that technology usage can be explained by three main factors: perceived usefulness, ease of use, and feasibility.
Perceived usefulness is defined as technology users’ beliefs about the usefulness of technology in performing certain tasks. Perceived usefulness describes technology’s ability to help people achieve their goals. The more useful technology is perceived to be, the greater its benefits are perceived to be.
Perceived usefulness is built upon technology users’ beliefs about technology-specifically technology users’ beliefs about technology performance.
Ease of use relates to technology users’ perceptions regarding the level of effort required to learn and use technology for specific tasks. Ease of use can also be interpreted as technology users’ perceptions of technology’s effectiveness in helping them perform specific tasks.
Perceived ease of use can be defined by technology users’ beliefs about how difficult technology is to learn, the effort required to master technology, and technology’s ability to fit seamlessly into their work routine.
Perceived ease of use is built upon technology users’ perceptions of technology, specifically technology users’ perceptions of technology performance.
Technology feasibility is defined as technology users’ beliefs about the conditions under which they can use technology for specific tasks. Feasibility can be divided into three categories: perceived ease of use, technology performance, and affective factors.
Perceived ease of use relates to technology’s effectiveness in helping technology users perform specific tasks. Technology can be described as technology users’ beliefs about the performance of technology in helping them achieve their goals.
Additionally, technology feasibility is a combination of technology users’ perceptions regarding how difficult technology is to use and affective factors, including the degree of effort that must be expended for technology use.
Perceived technological feasibility is built upon technology users’ perceptions of technology, specifically technology users’ beliefs about technology performance.
Technology usage is defined as technology users’ actual behaviour in using technology for specific tasks. Technology usage can be described by technology users’ actual task performance.
In a variety of different situations and settings, the technology has been employed. For example, it can be used when making technology-related purchase decisions. The technology has also been applied to sickness-related technology adoption, especially in mobile health technologies.
The technology has been used in technology usage research to predict technology adoption and technology-related behaviors. The technology has a wide array of applications, including social networking sites, information technology, and cloud computing.
If technology has not been adopted, the technology acceptance model provides technology managers with direction for acting on their technology-related decisions. Technology managers can act in four ways: as technology developers, who develop new technology; technology marketers, who try to create awareness of technology and get people to use it; technology intermediaries, who help users learn how to use new technology; technology trainers, who help users become technology proficient. Examples of technology marketers include technology product suppliers and technology service providers.
There are four basic steps in the technology acceptance model: need recognition, persuasion process, trial usage, and adoption decision.
Need recognition is when individuals recognise that they want to use technology for a certain task or activity. The technology acceptance model states that technology users first must perceive that technology can help them with their task or activity before they make an adoption decision to use technology for the task or activity.
When technology marketers are trying to encourage technology usage, they may need to narrow down the technology options available based on whether the technology supports critical tasks and activities.
not. After technology options have been narrowed down, technology marketers are then able to persuade technology users that technology can help them accomplish their task or activity.
The persuasion process involves four steps: attention, knowledge, attitude, and action. These steps are often summarised as the “A-K-A-A” model of technology adoption. Attention refers to technology users’ initial interest in technology.
Knowledge is technology users’ knowledge of how to use technology and technology benefits. Attitude refers to technology users’ positive or negative feelings about technology.
The action involves technology usage, which is the goal of technology marketers. However, technology marketers must obtain their desired results through action-oriented research and actions such as designing marketing materials and technology usage scenarios.
The technology is completed with the technology users’ adoption decision. Technology marketers must encourage technology adoption to be successful technology developers and technology managers because technology development does not guarantee technology usage or technology marketing success.
Technology marketers need to obtain results through action-oriented research, which involves designing relevant use cases for technology marketers to utilise when they
According to the Technology Acceptance Model, if a user has a high perceived usefulness of your product, they are more likely to continue using it.
The model also shows that perceived ease of use is another factor that will determine how often they use it. By understanding and applying these two factors, you can create an intuitive product that users will enjoy using.
This is an important point to keep in mind when marketing any product, but especially for B2B tech companies. If you can effectively communicate the usefulness of your product to a lead, you will be much more likely to convert that lead into a customer.
For example, our team strives to make content that explains how we help businesses succeed online, and we have found this approach has led to excellent results. Are there other ways you think technology companies could better market their products?