Davis as (Legris, Ingham, & Collerette, 2003;

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Davis et al. (1989) built up the Technology Acceptance Model (TAM) as an
illustration of person behavior in application particularly to the field of
information systems. This model can be utilized in e-government, e-commerce,
mobile banking and other technological and internet services. It is an
extension of Ajzen and Fishbein’s (1977) Theory of Reasoned Action (TRA) that
defines relationship between an individual’s beliefs, norms, attitude,
intentions, and behaviour. TAM has been established as an illustration of an
individual’s behaviour. Two attitudes derived towards its usage are perceived
ease of use and perceived usefulness of an information system. Nevertheless, (Benbasat
& Barki, 2007) noted the model’s limitation to explanation of power and extensibility.
Scholars such as (Legris, Ingham, & Collerette, 2003; Sun, Cao, & You,
2010) noted that TAM could include other additional variables to help
strengthen it. Other scholars are also posited that the constructs of TAM do
not provide enough evidences for its users (Benbasat & Zmud, 1999). In addition,
TAM fails to indicate the constraining influence and individual control factors
affecting an adopted behaviour – unconscious habits (Mathieson & Keil,
1998; Taylor & Todd, 1995). The model has received criticisms for not
taking cognizance of social behaviour – an example; a subjective norm looking at
perceived social pressure to either or not engaged in a particular behaviour (Ajzen,
1991). In contention, (Venkatesh & Bala, 2008) argued how social influence captures
various social processes and mechanisms. They posited that, this can guide
individuals to formulate perceptions of various aspects of an innovative
system. That notwithstanding, (Davis, Bagozzi, & Warshaw, 1989) are of the
view that the initial and basic intent of TAM was to apply to technology usage
behaviour. Aside these shortcomings of the model, some scholars contend that it
is nonspecific and cannot provide a realistic approach of the adoption off advanced
mobile services and technologies (Bouwman & Van De Wijngaert, 2009; Salimon
et al., 2017).

Categories: E-Commerce


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