Incorporating Technology Readiness into Technology Acceptance Model

• Main Authors: Hsing-Chi Chang, 張幸琪
• Other Authors: Jiun-Sheng Chris Lin
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/33sc2d

碩士 === 國立臺灣科技大學 === 企業管理系 === 95 === With the rapid innovation of information technology and the increasing cost of human resources, more and more companies are offering technology-based interface as an alternative for service encounter. Although the potential financial benefits of successful technology incorporation are enticing, the savings cannot be realized unless customers embrace and use the technologies. Of the suite of theories that explain technology acceptance, Technology Acceptance Model (TAM) appears the most popular. Besides, scholars have also advocated that customers’ technology readiness (TR) should be also taken into account in order to accurately predict the perception and behavior of customers. Therefore, this research attempts to incorporate TR into TAM by exploring the relationship between TR and TAM. The results indicate that customer’ TR enhances perceived usefulness, perceived ease of use, attitude toward use, and intention to use. In addition, the influence of perceived ease of use on attitude decreases under conditions of high TR.