QUALITATIVE INVESTIGATION OF TAM
80
particularly true if the technology or process is determined to have economic benefits for the
individual or organization (Soon, 2016). A technology is more likely to be accepted or adopted if
there is a perceived ease of use, meaning that the individual or organization views its usage as
free from effort.
Additionally, the TAM examines the perceived risk by the individual or the organization.
If an individual or organization views the risk of using a technology to be high, it is less likely
that the technology would be adopted. The final component of the TAM is focused on training.
Training refers to what an organization must provide its employees, or what is needed for
individuals to learn to use a technology with consideration to the ease of use and usefulness.
Training is viewed as a critical component of successful technology acceptance and adoption
(Soon, 2016). This model is also related to the diffusion of innovations (DOI) theory that
Kaminski (2011) describes as a valuable change model and process that describes the adoption of
a new idea, product, practice, or technology. DOI begins with a few people adopting a new idea,
product, or practice, and that very thing gains momentum until it reaches a critical mass of new
users (Kaminski, 2011). Dearing and Cox (2018) discuss DOI theory as being related to
dissemination, implementation, sustainability, improvement activity, and scalability of a new
process, technique, or technological innovation. Diffusion is an innovation that is communicated
through specific channels over time from members of a social system (Dearing & Cox, 2018).
Additionally, Dearing and Cox (2018) highlight three factors that affect the DOI. The
first factor is each innovation’s set of pros and cons (Dearing & Cox, 2018). This often relates
back to the perceived ease of use or value of an innovation. The second factor that affects the
DOI is the characteristics of the adopters themselves, which includes the perceptions of opinion
leaders’ reactions and social influence . Lastly, the final factor is the larger social and political
Powered by FlippingBook