Overview

The technology acceptance model is used to understand how people come to try new technologies.  It was originally developed to understand the process by which workers in firms adopt IT tools, but as electronic media and devices become more pervasive in the marketing environment, it has been used also by marketing scholars. 

The model posits that attitude towards a new technology, and then intention to use it, is ultimately driven by the perceived usefullness and ease of use of the technology.

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Key Citations

Davis, Fred D. (1989), "Perceived Usefulness, Perceived Ease of Use and User Acceptance of Information Technology," MIS Quarterly, 13 (2), 319-339.

Davis, Fred D. , Richard P. Bagozzi, and Paul R. Warshaw (1989), "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models," Management Science, 5 (8), 982-1003.

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Application Areas

ecommerce, services

Other Literature

Honeycutt, Earl D., Tanya Thelen, Shawn T. Thelen, and Sharon K. Hodge (2005), "Impediments to Sales Force Automation," Industrial Marketing Management, 34 (4), 313-322.

Kim, Sung S. and Naresh K. Malhotra (2005), "A Longitudinal Model of Continued Is Use: An Integrative View of Four Mechanisms Underlying Postadoption Phenomena," Management Science, 51 (5), 741-755.

Meuter, Matthew L., Mary Jo Bitner, Amy L. Ostrom, and Stephen W. Brown (2005), "Choosing among Alternative Service Delivery Modes: An Investigation of Customer Trial of Self-Service Technologies," Journal of Marketing, 69 (2), 61-83.

Suggest other literature by sending email to arc@ama.org.