The TAM as a tool to increase adoption behavior: The Technology Acceptance Model (TAM) as a Tool to Increase Adoption Behavior
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2019-08-31
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en
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With digitalization of our society, IT systems like online platforms are often introduced into big
organizations. Such a change is complex, so it is important to find ways to increase adoption
behavior. This research used a revised version of the technology acceptance model (TAM), in
which perceived usefulness can also be described as skepticism, and innovation fatigue is
influencing attitude toward the online platform. The IT system this research targeted, was an
online platform that was recently introduced within a big organization to help managers in
guiding their new employee by providing task lists. Study 1 (semi-structured interviews) and 2
(survey) investigated if the reviewed TAM could be used in the current research setting, which
was partly confirmed by the results. An intervention targeting all TAM factors was developed in
Study 3, with as goal to increase adoption of the platform. Results showed that there was a
significant decrease in use from pre- to post-measurement, which was against expectations. This
indicates that the TAM cannot be used as a tool to increase adoption behavior. However, due to
cultural and personal characteristics and small sample sizes, these findings are difficult to
generalize to other (research) settings. Future research should look at these influences, inertia
and other IT acceptance models to provide better insights in the use of acceptance models of IT
as a tool to change behavior.
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Faculteit der Sociale Wetenschappen