Technology Acceptance Model (TAM)

TAM is used to predict user acceptance of technology based on perceived ease of use and usefulness.

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Technology Acceptance Model (TAM) - Combined Chart
What is:

Technology Acceptance Model (TAM)

In simple words, imagine:

Imagine a child chooses a toy because it's easy to play with and fun.

The Technology Acceptance Model (TAM) helps us understand why people use new technology Imagine you get a new phone app. Two main things decide if you’ll use it:

  • How easy it is to use
  • How useful it is. 

If the app is simple and helps you, you’re more likely to use it. If a tool is hard to use or not helpful, you won’t bother with it. But if it’s easy and useful, you’ll keep using it. TAM helps companies create better tools that people want to use.

Explain it to Grandma:

Imagine choosing a new flower to plant because it’s easy to grow and looks beautiful in the garden. This theory is about how we decide to use new technology when it’s simple and clearly beneficial, just like picking a flower that’s easy to care for and adds beauty to your garden.

Business Cases:

AT&T
Dropbox
HSBC
Scroll
AT&T
AT&T TV
Telecommunications

AT&T utilised the Technology Acceptance Model to design and launch its AT&T TV service. The model helped AT&T focus on perceived ease of use and perceived usefulness to ensure the service was user-friendly and offered valuable content.

Result
Partially successful
While the service attracted a number of users, it faced strong competition from other streaming platforms, leading to mixed results in market penetration.
Dropbox
Dropbox Business
Software as a Service (SaaS)

Dropbox applied the Technology Acceptance Model when launching Dropbox Business. The focus was on ensuring that the service was easy to use and clearly useful for businesses, helping teams to store, share, and collaborate on files effortlessly.

Result
Highly successful
Dropbox Business has been widely adopted by companies around the world, thanks to its user-friendly interface and clear value proposition.
HSBC
HSBC Mobile Banking App
Online Banking

HSBC applied the Technology Acceptance Model to its mobile banking app, ensuring that the app was both easy to use and offered useful features like mobile deposits and bill payments.

Result
Successful
The app has been well received by customers, with high adoption rates and positive feedback, contributing to better customer satisfaction.

Academic Research:

Technology Acceptance Model (TAM)

Authors:

Fred D. Davis

Year Researched

1989

Summary:

The Technology Acceptance Model (TAM) explains how users come to accept and use a technology. According to this model, perceived usefulness and perceived ease of use are the primary factors influencing a user's decision to adopt a technology. If users find a technology useful and easy to use, they are more likely to accept it.

Some links

  • https://www.smartinsights.com/manage-digital-transformation/digital-transformation-strategy/technology-acceptance-model/
  • https://link.springer.com/article/10.1007/s11423-006-6386-0
  • https://www.sciencedirect.com/topics/computer-science/technology-acceptance-model
  • https://link.springer.com/chapter/10.1007/978-3-030-45274-2_1
  • https://en.wikipedia.org/wiki/Technology_acceptance_model