C-OAR-SE-based single-item measures for the two-stage Technology Acceptance Model

John R. Rossiter and Bradley Braithwaite

Australasian marketing journal, 2013, vol. 21, issue 1, 30-35

Abstract: This article addresses the scope and nature of the two-stage (adoption then usage) Technology Acceptance Model, TAM. The first contribution is to use C-OAR-SE theory to provide new and valid single-item measures of TAM’s stagewise paired constructs intended to replace the non-valid and inefficient multiple-item measures used by TAM researchers at present. The second contribution is to demonstrate that individual-level frequency counts and cross-tabulations reveal more about how TAM works in its potential adopter stage and its current user stage than the usual group-level correlation and regression analyses.

Keywords: Technology Acceptance Model (TAM); C-OAR-SE theory’s “doubly concrete” constructs; Content-valid single-item measures; Content-valid answer scales (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:21:y:2013:i:1:p:30-35

DOI: 10.1016/j.ausmj.2012.08.005

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