10.1 Technology Acceptance Model

The Technology Acceptance Model (Davis, 1989), or TAM, posits that there are two factors that determine whether a computer system will be accepted by its potential users: (1) perceived usefulness, and (2) perceived ease of use.  The key feature of this model is its emphasis on the perceptions of the potential user.  That is, while the creator of a given technology product may believe the product is useful and user-friendly, it will not be accepted by its potential users unless the users share those beliefs.

For a quick introduction to TAM, see this 4-minute video:

https://youtu.be/ydIFH1q2NHw.

 

This 15-minute video provides more detail on the background of and development of the model: https://youtu.be/Eknh4UbegGw

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Foundations of Educational Technology by Penny Thompson is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License, except where otherwise noted.

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