Download A FRAMEWORK FOR IMPROVING TECHNOLOGY ACCEPTANCE

A FRAMEWORK FOR IMPROVING TECHNOLOGY ACCEPTANCE
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evidence-based design approach used in this study. Reed, McNicholas, Woodcock, Issen and
Bell (2014) acknowledge the importance of identifying existing theory on producing desired
situation improvements, such as improving technology acceptance, and note that its
articulation can facilitate effective design. After the discussion of the different theoretical
frameworks, the role of these frameworks in improving technology acceptance by means of
designing a system introduction will be discussed in more detail and represented in an initial
action-effect diagram (Reed et al., 2014). An action-effect diagram represents an
intervention, in this case a system introduction, and its anticipated effects.
Behavioural Determinants.
Psychologists have investigated the behavioural determinants that affect people’s
technology use, resulting in the Unified Theory of Acceptance and Use of Technology
(UTAUT) (Venkatesh, Morris, Davis, & Davis, 2003). One often used model for explaining
technology use is the Technology Acceptance Model (TAM) from Davis (1989). This model
is based on the Theory of Reasoned Action (TRA), which predicts behavioural intention, an
important predictor of actual behaviour (Ajzen & Fishbein 1977). Davis (1989) has put this
theory in a technological context by specifying the to be predicted behaviour as using
technology. Davis (1989) furthermore defines a technology’s perceived usefulness and its
perceived ease of use as the two main behavioural beliefs that influence the attitude a person
has towards using that technology. Following from TRA, an attitude towards behaviour
largely determines the behavioural intention, or, in this case, the intention to use technology.
Since the introduction of TAM many researchers have proposed extensions or other changes
to the model (e.g. Chung, Park, Wang, Fulk, & McLaughlin, 2010; Yang & Yoo, 2004). A
review of such studies from Venkatesh et al. (2003) resulted in a widely accepted update of
TAM, the Unified Theory of Acceptance and Use of Technology (UTAUT).