QUALITATIVE INVESTIGATION OF TAM
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present an organization as trustworthy generate a positive cognitive relationship between
employees and clients.
Sönmez (2018) analyzed the TAM of user acceptance on business intelligence and CRM
systems. Business intelligence systems are defined as a repository of all data inside and outside
the business, and this study was organized by examining existing studies in the field of business
intelligence and CRM systems (Sönmez, 2018). Then, this study looked at influence factors for
the utilization of business intelligence and CRM systems through the lens of the TAM. This
study notes that, while CRM has been spreading rapidly through the business sector, very few
CRM systems have been successful, and cites human factors as the main reasons for these
failures. An updated version of the TAM, known as TAM-3, is applied and tries to explain that
interventions can be done by administrators for greater acceptance and more effective use of
technologies within the organization. A survey was developed to explore the underlying factors
of business intelligence and CRM systems’ usage within business organizations with the intent
of including real-world professionals who currently use these systems. It focused on perceived
usefulness, perceived ease of use, behavioral intention to use, output quality, anxiety, subjective
norms, trust, and convergence. The survey received 97 responses from employees that are active
users of these systems. The findings of this study demonstrate that the order of importance for
successful CRM implementation, as viewed through the lens of TAM-3, is as follows: perceived
usefulness, perceived ease of use, and behavioral intention. Additionally, the findings show a
positive relationship between the subjective norm and the intention to use. Subjective norms are
the most explanatory variable for the behavioral intention to use. There was a positive
relationship between subjective norms and perceived usefulness, between output quality and
perceived usefulness, and between perceived ease of use and perceived usefulness.
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