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The Technology Acceptance Model

The Technology Acceptance Model. Perceived Ease of Use. Intention To Use (technology acceptance). Perceived Usefulness. What is the intended purpose of the new IS/Web site? Phrase the measurement questions appropriately!. Perceived Ease of Use. Ease of use:

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The Technology Acceptance Model

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  1. The Technology Acceptance Model Perceived Ease of Use Intention To Use (technology acceptance) Perceived Usefulness • What is the intended purpose of the new IS/Web site? • Phrase the measurement questions appropriately!

  2. Perceived Ease of Use • Ease of use: • How easy is the information system to use? • Database or application: • Learning curve? Flexibility? Skills required? • Web: How easily can a user find what he/she is interested in? • Navigation needs to be intuitive! • Page loading needs to be quick • The “three clicks rule”: • Users should be able to accomplish what they need to in three clicks or less

  3. Ease of Use • Potential survey questions: • Likert scale: 1 … 2 … 3 … 4 … 5 … 6 … 7 • Strongly agreeStrongly disagree • Database or application: • Learning to operate/use xxx would be easy for me. • I find it easy to get xxx to do what I want it to do. • I find using xxx to be clear and understandable. • Web site: • I find the xxx Web site to be easy to navigate. • I find the xxx Web site to be flexible. • Learning to use the xxx Web site is easy for me.

  4. Perceived Usefulness • Usefulness: • Does the information system/Web site meet the needs of the user? • How quickly can a user accomplish his/her task? • Does the IS/Web site increase user effectiveness? • Does the IS/Web site increase user productivity? • Does the IS/Web site improve a user’s job/task performance? • How does it add value to the user?

  5. Perceived Usefulness • Potential survey questions: • Likert scale: 1 … 2 … 3 … 4 … 5 … 6 … 7 • Strongly agreeStrongly disagree • Database or application or Web site: • Using xxx enables me to accomplish tasks quickly. • Using xxx increases my productivity. • Using xxx enhances my effectiveness on the job. • Using xxx increases my performance.

  6. Standard Evaluation:Perceived Usefulness and Ease of UseSurvey • Perceived Usefulness • Using the Books-a-million Web site will improve my performance in shopping or information seeking (e.g., save time or money). • Using the Books-a-million Web site will enhance my effectiveness in shopping or information seeking (e.g., get the best deal or find the most information about a product). • Using the Books-a-million. Web site will make it easier for meto shop or find information. • Perceived Ease of Use • My interaction with the Books-a-million Web site is clear and understandable. • It is easy for me to become skillful at using the Books-a-million Web site. • I find the Books-a-million Web site easy to use.

  7. Other Links • Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology (http://www.jstor.org/view/02767783/ap010052/01a00130/0?currentResult=02767783%2bap010052%2b01a00130%2b0%2cFFFF7F&searchUrl=http%3A%2F%2Fwww.jstor.org%2Fsearch%2FResults%3Fhp%3D25%26si%3D1%26mo%3Das%26All%3Dfred%2Bdavis%2B1989%26Exact%3D%26One%3D%26None%3D%26sd%3D%26ed%3D%26jt%3D%26ic%3D02767783%26node.Business%3D1) • The technology acceptance model and the World Wide Web (http://www.sciencedirect.com/science?_ob=ArticleURL&_udi=B6V8S-410MH78-4&_user=260508&_coverDate=10%2F31%2F2000&_alid=548116995&_rdoc=1&_fmt=full&_orig=search&_cdi=5878&_sort=d&_docanchor=&view=c&_ct=1&_acct=C000015498&_version=1&_urlVersion=0&_userid=260508&md5=b4464dfc13ee7768e0a92d1381354de9)

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