A Theoretical extension of the technology acceptance model (TAM) to explain the adoption and the usage of new digital services

Jean-Philippe Galan (), Magali Giraud () and Lars Meyer-Waarden ()
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Jean-Philippe Galan: CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique
Magali Giraud: CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique
Lars Meyer-Waarden: CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique

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Abstract: This research develops and tests a theoretical extension of the Technology Acceptance Model (TAM) that explains perceived usefulness, ease of use and subsequently usage intentions of new digital services (to facilitate administrative, pedagogical and leisure activities). We introduce the following complementary variables as antecedents: impact on one's social image to others, perceived self-efficacy, perceived hedonism, innovativeness, and privacy-related issues, such as trust to information technology. The extended model, referred to as TAM2, was tested using data collected (N = 2205) regarding three new digital services (leisure, pedagogy or administrative issues). Trust plays a key role in the adoption process and has even more impact on intention of use than perceived ease of use and perceived usefulness, whatever the domain of application (leisure, pedagogy or administration). Perceived hedonic benefits enhances perceived easiness and usefulness of usage of the new technology.

Keywords: Technology Acceptance Model; trust; privacy; social image; hedonism; innovativeness; self-efficacy; Consumer behavior (search for similar items in EconPapers)
Date: 2013
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Published in 42th Annual Conference of the European Marketing Academy (EMAC), S. Sezgin, E. Karaosmanoğlu (coord.), European Marketing Academy, 2013, Istanbul, Turkey

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03240144

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