Human Centered Computing

@ Sónia Sousa, 2014 1

IFI7172, Lesson 5

Objective

• The objective of this lesson is to

– Present reading key concepts; (1:30 h)

– Gather groups and design concept maps. (30m)

– Sum up (15m)

• Address the notion behind the technology acceptance model;

• Basic Concept underlying the model; and

• Explain it different variation and construct definitions.

@ Sónia Sousa, 2014 2

READING ASSIGN 3

Technology acceptance model

STS Common understand

– Group of 4 work on a common understand

• 30 minutes– go to TAM Key concepts

– build a Concept map or Mind map base on those concepts and your previous reading

» you can use Cmaps tools

» or you can use this online tools

• http://www.wisemapping.com/

• http://www.mindmeister.com/

– Present

• 10 minutes

@ Sónia Sousa, 2014 4

Fundamental notions

@ Sónia Sousa, 2014 5

Main idea behind model

• Technology acceptance model

– is an attempt to better understand the process of technology acceptance within organizations

• It includes 4 versions

– TAM 1

– TAM 2

– TAM 3

– UTAUT

@ Sónia Sousa, 2014 6

Basic Concept underlying the model

Technology acceptance model

• Main Idea behind the model

– 2 key factors affects their adoption/acceptance decision

• HOW and WHEN they they will use it

• It replaces TRA’s attitude measures with

– technology acceptance measures

• ease of use, and usefulness

Models that support TAM

• Theory of Reasoned Action (TRA) – Motivational Model (MM)

• this models aims to predict behavioral intention

• Theory of Planned Behavior (TPB)– Decomposed Theory of Planned Behavior (DTPB)

– Links beliefs and behaviors; and was made to improve TRA

• Technology Acceptance model (TAM)– Is an extension of theory of reasoned action (TRA)

– Also combines TRA and TPB

Motivational Model (MM)

Attitude TowardsBehaviour

Subjective Norm

BehaviouralIntention

Behaviour

Theory of Reasoned Action (TRA)

Need, Desire, Expectancy, Anticipation

Behaviour Action Goal Incentive

Behaviour Modification

Model Core Constructs Definitions

Theory of Planned Behavior (TPB)

Attitude TowardBehavior

Adapted from TRA

Subjective Norm Adapted from TRA

Perceived BehavioralControl

• the perceived ease or difficulty of performing the behavior• In context of IS research, perceptions of internal and external constraints on behavior

@ Sónia Sousa, 2014 10

Theory of Reasoned Action (TRA)

Attitude TowardBehavior

individual’s positive or negative feelings about performing the target behavior

Subjective Norm

the person’s perception that most people who are important to him think he should or should not perform the behavior in question

Decomposed Theory of Planned Behaviour

1995

AttitudeTowards

Behaviour

Subjective Norm

BehaviouralIntention

Behaviour

PerceivedBehavioural

Control

Ease-of-Use

Perceived Usefulness

Compatibility

Peer Influence

Superior’s Influence

Self-efficacy

Resource facilitating condition

Technologyfacilitating condition

@ Sónia Sousa, 2014 11

Technology Acceptance Model• Cmbines TRA and TPB

– Replaces TRA’s attitude measures with

• technology acceptance measures– Perceived usefulness (PU)

– Perceived ease-of-use (PEOU)

1989

@ Sónia Sousa, 2014 12

Attitude Towards Using

Perceived Ease of Use

Perceived Usefulness

Behavioural Intention Actual Use

Subjective norm

Perceived Behaviour control

Venkatesh, V. and Davis, F.D. "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Management Science, 46, 2000, 186-204.

Social influence process

Cognitive process

TAM2Technology Acceptance Model

@ Sónia Sousa, 2014 13

TAM3Technology Acceptance Model

Venkatesh, V. and Bala, H. “TAM 3: Advancing the Technology Acceptance Model with a Focus on Interventions,” Manuscript in-preparation.

Technology Acceptance Model (TAM2)

Model Core Constructs Definitions

Combined TAM and TPB (C-TAM-TPB)

Perceived Usefulness

the degree to which a person believes that using a particular system would enhance job performance

Perceived Ease of Use

the degree to which a person believes that using a particular system would be free of effort

Subjective Norm Adapted from TRA/TPB. Included in TAM2 only

Attitude Towardusing

Adapted from TRA/TPB

Perceived BehavioralControl

Adapted from TRA/TPB

@ Sónia Sousa, 2014 15

UTAUT Research Model • Integrates elements across the above models

– 4 core determinants of intention and usage,

– 4 moderators of key relationship

PerformanceExpectancy

EffortExpectancy

SocialInfluence

FacilitatingConditions

Gender

BehavioralIntention

UsageBehavior

Age ExperienceVoluntariness

of Use

Unified theory of acceptance and use of technology UTAUT

@ Sónia Sousa, 2014 17

PerformanceExpectancy

EffortExpectancy

SocialInfluence

FacilitatingConditions

Gender

BehavioralIntention

UsageBehavior

Age ExperienceVoluntariness

of Use

Construct Definitions

• Attitude: – Individual's positive or negative feeling about performing the

target behavior (e.g., using a system).

• Behavioral intention: – The degree to which a person has formulated conscious plans to

perform or not perform some specified future behavior.

• Computer anxiety: – The degree of an individual’s apprehension, or even fear, when

she/he is faced with the possibility of using computers.

• Computer playfulness:– The degree of cognitive spontaneity in microcomputer

interactions.

@ Sónia Sousa, 2014 18

Construct Definitions

• Computer self-efficacy: – The degree to which an individual beliefs that he or she has the

ability to perform specific task/job using computer.

• Effort expectancy: – The degree of ease associated with the use of the system.

• Facilitating conditions:

– The degree to which an individual believes that an organizational and technical infrastructure exists to support use of the system.

• Image:

– The degree to which use of an innovation is perceived to enhance one's status in one's social system.

@ Sónia Sousa, 2014 19

Construct Definitions

• Job relevance:

– Individual's perception regarding the degree to which the target system is relevant to his or her job.

• Objective usability:

– A comparison of systems based on the actual level (rather than perceptions) of effort required to complete specific tasks.

• Output quality:

– The degree to which an individual believes that the system performs his or her job tasks well.

@ Sónia Sousa, 2014 20

Construct Definitions

• Performance expectancy:

– The degree to which an individual believes that using the system will help him or her to attain gains in job performance.

• Perceived ease of use: – See the definition of effort expectancy.

• Perceived enjoyment: – The extent to which the activity of using a specific system

is perceived to be enjoyable in it’s own right, aside from any performance consequences resulting from system use.

• Perceived usefulness: – See the definition of performance expectancy.

Construct Definitions

• Perception of external control: – See the definition of facilitating conditions.

• Result demonstrability: – Tangibility of the results of using the innovation.

• Social influence: – The degree to which an individual perceives that important

others believe he or she should use the new system.

• Subjective norm: – Person's perception that most people who are important to him

think he should or should not perform the behavior in question.

• Voluntariness: – The extent to which potential adopters perceive the adoption

decision to be non-mandatory.

@ Sónia Sousa, 2014 22