2.2.4 Technology Acceptance
Theory
This study is based on Technology Acceptance Theory (TAM) is a
theoretical model that evaluates the effects of things like system
characteristics on user acceptance. TAM assumes that a computer user generally
acts quite rationally and uses information in a systematic manner to decide
whether to adopt, or not to use this technology in the workplace. Rajagopal and
Bernard (1993) identified three major determinants of technology acceptance
that relate to cognition and effectiveness and were suggested by previous
research studies.
He began with the TRA and adapted this as a basis for causal
links between perceived usefulness, perceived ease of use, attitude towards
using technology and behavioral intention to explain technology adoption.
Relative advantage refers to the degree to which an innovation is perceived as
providing more benefits than its predecessor (Rajagopal and Bernard,1993).
Relative advantage results in increased efficiency, economic
benefits and enhanced status. Past research has found that relative advantage
of an innovation is positively related to the rate of adoption. Research
suggests that when user perceives relative advantage or usefulness of a new
technology over an old one, they tend to adopt it.In the context of banking
sector, benefits such as immediacy, convenience and affordability to customers
have been reported (Rajkumar, 2011). TAM model, proposed is primarily intended
to foretell users' acceptance of Information Technology and usage in an
organizational perspective. By focusing on the attitude explanations of
intention to use a specific technology or service, TAM model deals with
perceptions as opposed to real usage, suggests while a new technology is
presented to the potential adopter, two attitude-affecting factors, Perceived
usefulness and perceived ease of use, influence their decision about how and
when they will use it(Rajkumar, 2011).
As an extension of TAM, Sanders (2005) proposed the Theory of
Reasoned Action (TRA). The main point of this theory is that human behavior
originates from their intentions and behavioral intention (BI) is a kind of
cognitive activity which consists of two facets, namely attitude and subjective
norm. To sum up, according to TRA both attitude and subjective norm component
of individual behavior is determined by salient belief.
According to Smart and Harrison (2003), principally Technology
Acceptance Model (TAM) is used to test clients' intent to assent or to refuse
the use of a particular technology and in this case cashless payments. TAM was
developed by Davis in 1989, and explains the logic used by a customer to
accepts or decline a certain technology based on «it's perceived ease of
use» and «its perceived usefulness.Perceived ease of use is «the
level at which a potential consumer of a technology believes a technology or a
potential system is effortless. Perceived usefulness to be the level at which a
potential user of a technology perceived the use of the technology will enhance
their performance. E-procurement systems adoption success depends on users'
acceptance, which in turn depends on perceived usefulness and usefulness.
Therefore, for procurement performance to be enhanced, there need to users'
acceptance.
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