QUALITATIVE INVESTIGATION OF TAM
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asked to fill out a spreadsheet of usage surveys. Data was analyzed through a structural equation
modeling tool to investigate the influence of attitude and the relationship between the two types
of attitudes and other variables. The findings found that in the context of TAM, affective and
cognitive attitudes are two separate socio-psychological constructs and that user beliefs and
attitudes are not interchangeable. TAM should not only be observed as an affective construct but
also through a cognitive dimension. Additionally, this study found that perceived usefulness has
a direct influence on information systems use, although affective attitude did not mediate the
influence of cognitive attitude on information systems use. Lastly, the study notes that attitude is
contagious, and as people work together, they express and listen to their own and each other’s
attitudes. Managers must pay close attention to the attitudes of employees when adopting new
technologies.
Park and del Pobil (2013) investigated the TAM for the use of tablet computers and
highlighted some history of the TAM. The study notes that the TAM is an extension of the TRA,
which is a socio-psychological model that explains the key factors of intended behaviors (Park &
del Pobil, 2013). The purpose of this study was to examine user attitudes toward tablet
computers and identify the effects of external factors and extend the TAM alongside perceived
mobility and viewing experience as external variables in a proposed model. A web-based survey
was used and included 511 participants, including graduate students, researchers, and members
of two user forums in South Korea. The hypothesis included positive relationships between
perceived ease of use and perceived usefulness on attitude in addition to external variables such
as perceived mobility and viewing experience on the TAM variables. The study found that
perceived usefulness and perceived ease of use were key determinants of attitude toward tablet
computers. Additionally, perceived ease of use and usefulness of tablet computers were
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