David Gefen
Published : Journal of the Association for Information Systems, Volume 1, Article 8
October 2000
October 2000
Abstract
The technology acceptance model (Davis 1989) is one of the most widely
used models of IT adoption. According to TAM, IT adoption is influenced by two
perceptions: usefulness and ease-of-use. Research has shown that perceived
usefulness (PU) affects intended adoption of IT, but has mostly failed to do so
regarding perceived ease of use (PEOU). The basic proposition of this study is that
this varying importance of PEOU may be related to the nature of the task. PEOU
relates to assessments of the intrinsic characteristics of IT, such as the ease of use,
ease of learning, flexibility, and clarity of its interface. PU, on the other hand, is a
response to user assessment of its extrinsic, i.e., task-oriented, outcomes: how IT helps users achieve task-related objectives, such as task efficiency and effectiveness.
Accordingly, the study theorizes that PEOU directly affects IT adoption only
when the primary task for which the IT is deployed is directly associated with
intrinsic IT characteristics, such as when the task itself is an integral part of an IT
interface. Extending this proposition to e-commerce, it was hypothesized that when
a Web site is used to purchase products, PEOU would not affect IT adoption
because IT ease-of-use is not an inherent quality of the purchased product. On the
other hand, when the Web site is used to inquire about products, PEOU should
affect IT adoption because the required information is embedded in the IT and thus
its quality is directly related to IT ease-of-use. Data collected from 217 subjects in
a free simulation experiment support these hypotheses. Implications for future Web
development and theoretical refinements are discussed.
Keywords: Technology acceptance model, TAM, e-commerce, perceived
ease of use, PEOU, perceived usefulness, PU, IT adoption, diffusion of innovation
theory, Web development, system use, intrinsic and extrinsic tasks
I. INTRODUCTION
Since its introduction, the technology acceptance model (Davis 1989; Davis
et al. 1989)—TAM—has received considerable attention in the IT community.
Recent studies suggest it applies also to e-commerce and to the adoption of
Internet technology (Gefen 1997). In essence, TAM posits that IT adoption is
affected by prior use-related beliefs. TAM identified two such beliefs: perceived
usefulness (PU) and perceived ease of use (PEOU). The former is “the degree to
which a person believes that using a particular system would enhance his or her job
performance” (Davis 1989, p. 320); while the latter is “the degree to which a person
believes that using a particular system would be free of effort” (Davis 1989, p. 320).
These two beliefs create a favorable disposition or intention toward using the IT that .... . . .. . . (baca_selengkapnya )
Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management).
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management).
e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id
-------------------------------
Butuh Artikel/Jurnal Lainnya ?, click di :
E:\K A N A I D I\Data\My Docu\aKEN\POLTEK\e-Commerce
Tidak ada komentar:
Posting Komentar