Technology Acceptance Models: Analysis, Comparison, and Applications

This report provides an analysis of three key technology acceptance models: the Technology Acceptance Model (TAM), Diffusion of Innovation, and the Theory of Reasoned Action. The TAM model, as proposed by Davis, is examined for its focus on perceived usefulness and ease of use, with examples in healthcare. The Diffusion of Innovation theory, introduced by Rogers, is discussed for its explanation of how innovations spread through communication channels and social systems, with marketing examples. Finally, the Theory of Reasoned Action, developed by Fishbein and Ajzen, is analyzed for its explanation of how beliefs and attitudes influence behavioral intentions and actual behavior, including an example of consumer behavior. The report provides insights into the applications and implications of each model, offering a comprehensive overview of technology adoption and behavioral influences.

Study of theoretical models

Technology acceptance model
 Davis’s TAM model shows how an individual responds and perceives the use of
technology. It is measured on the basis of two main parameters that are perceive
usefulness (PU) and Perceived ease of use (PEOU).
 For example its use is increasing in the field of health care because of the growing
interest of people from the health care segment in the information technology (Gao, Li
and Luo 2015).
 It is based on the concept that if an individual has shown an intention to use the model
they will use it irrespective of the problems associated with it. However, this model
focuses on measuring the extent to which the model is useful for the users.
 This model helps to explain the reasons for
the changes in behaviour with the use of
technology and also identifies the
changes in the intention of
using the technology.

Diffusion of innovation theory
 This theory propounded by Rogers focuses on rate at which the innovations and ideas
spread among individuals, why do they spread and how do they spread (Wani and Ali
2015).
 It can spread through communication channels, through the innovation, social systems
and with time.
 Examples of this model are- it is used in marketing of products because it helps in
adopting the product individually and then popularizing it in a particular area.
 It is based on the concept that innovations diffuse through various communication
channels and reaches the social system of adopters who adopt this new behaviour.
 This model is used to popularizing a new concept , idea or product. Where any products
or innovations need attention
of the users this model can
be used.

Theory of a reasoned action
 This theory was introduced by Martin Fishbein and Icek Ajzen to explain how an
individuals past beliefs affects his attitude and that affects the individuals behavioural
intention and ultimately affects his behaviour.
 This theory can be understood with the help of an example – a consumers attitude
towards buying jewellery is determined by his attitude and beliefs so even if the person
has sufficient cash with him he may not buy it due to his beliefs.
 The main purpose of this model is to understand how personal beliefs and social
pressure affects the behaviour of an individual and show that stronger intention of
performing an action increasing the chances of actual behaviour.
 It is a psychological theory that
is used for predicting behaviour.
It can be used when prediction
of consumer behaviour
becomes important.

References
 Gao, Y., Li, H. and Luo, Y., 2015. An empirical study of wearable technology
acceptance in healthcare. Industrial Management & Data Systems, 115(9), pp.1704-
1723.
 Wani, T.A. and Ali, S.W., 2015. Innovation diffusion theory. Journal of general
management research, 3(2), pp.101-118.