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Technology acceptance model

The image depicts a young Japanese graduate student sitting at a desk with a laptop, using ChatGPT for his marketing research and daily activities. The background includes academic elements like books and papers, as well as daily life elements such as a healthy meal and anime posters. The scene is well-organized, showcasing the student's efficient multitasking. The student looks engaged and content, reflecting the perceived usefulness and ease of use of the technology. Model
2024.02.25
Yuya-san
Yuya

Hello, I'm Yuya!

I research marketing and consumer behavior in graduate school and intern at a global marketing research company!

Do you have questions or concerns like these?

  • What is Technology acceptance model?
  • What is a concrete example of Technology acceptance model?

If you’re grappling with such questions and uncertainties, this time I will clearly explain:

  • Overview
  • A concrete example based on my experience

Please refer to this article to deepen your understanding of Technology acceptance model.

What is Technology acceptance model?

The image depicts a young Japanese graduate student sitting at a desk with a laptop, using ChatGPT for his marketing research and daily activities. The background includes academic elements like books and papers, as well as daily life elements such as a healthy meal and anime posters. The scene is well-organized, showcasing the student's efficient multitasking. The student looks engaged and content, reflecting the perceived usefulness and ease of use of the technology.

Technology Acceptance Model (TAM) is a theoretical framework that explains user behavior regarding the acceptance and use of information technology.

This model was developed to understand how new technologies are accepted and used, particularly within organizations and enterprises.

Components of the Model

TAM consists of the following key components:

Perceived Usefulness

This refers to the degree to which a user believes that using a new technology or system will enhance their job performance.

The higher the perceived usefulness, the greater the intention to use the technology.

Perceived Ease of Use

This refers to the degree to which a user feels that using a new technology or system will be free of effort.

The easier a technology is perceived to be, the higher the intention to use it.

Behavioral Intention to Use

Based on perceived usefulness and ease of use, this indicates the user’s intention to actually use the technology.

The higher the intention to use, the more likely it is that the technology will be adopted.

Applications of the Model

TAM is widely used in both research and practice regarding the introduction of various technologies.

For example, when introducing new software or implementing information systems within a company, TAM can be used to develop strategies that promote user acceptance.

Improvements and Extensions

Subsequent research has improved upon TAM, leading to the development of extended models such as TAM2 and UTAUT (Unified Theory of Acceptance and Use of Technology).

These models incorporate additional factors such as social influence and autonomy.

What is a concrete example of Technology acceptance model?

The image shows a Japanese graduate student using ChatGPT in his daily life. He is depicted in various scenes: conducting marketing research on his laptop, preparing a healthy meal with guidance from ChatGPT, and enjoying anime. These scenes illustrate how technology is integrated into both academic and personal activities, highlighting the convenience and efficiency it brings. The student appears organized and satisfied, reflecting the positive impact of ChatGPT on his life.

In my daily life and academic activities, ChatGPT is an extremely useful tool.

Here, I will explain how I use ChatGPT based on the Technology Acceptance Model (TAM).

Perceived Usefulness

Support for Academic Research

ChatGPT is an indispensable tool for my academic research.

When writing papers and reports on marketing and consumer behavior, I can efficiently gather and organize information using ChatGPT.

For instance, it helps me understand complex data analysis methods succinctly and keeps me updated with the latest research trends.

Support in Daily Life

ChatGPT is also very useful in my daily life.

Whether I am seeking health advice, it provides quick and accurate information.

This is particularly helpful in managing a busy schedule, allowing me to access information efficiently.

Perceived Ease of Use

Intuitive Interface

ChatGPT has a very intuitive interface.

It is easy to use even without specialized technical knowledge, making it accessible to everyone.

For example, simply typing a question yields instant responses, making the experience seamless and stress-free.

Support for Multitasking

Furthermore, ChatGPT supports multiple tasks simultaneously.

For instance, while conducting marketing research, I can also brainstorm ideas for my blog or search for information about anime.

This capability to handle multiple tasks contributes to its perceived ease of use.

Behavioral Intention to Use

Continuous Use

Based on the perceived usefulness and ease of use mentioned above, I have a strong intention to continue using ChatGPT.

I experience its convenience and usefulness in my daily research and life, and I plan to actively use it in the future.

Conclusion

Based on the Technology Acceptance Model (TAM), the usefulness and ease of use of ChatGPT enhance my intention to use it.

Consequently, ChatGPT has become an indispensable tool in my life and academic pursuits.

This article uses material from the Wikipedia article “Technology acceptance model” which is released under the Creative Commons Attribution-Share-Alike License 4.0. Additionally, the texts and images were generated using ChatGPT.