Davis et al. 10 built up the TechnologyAcceptance Model (TAM) as an illustration of person behavior in applicationparticularly to the field of information systems.
This model can be utilized ine-government, e-commerce, mobile banking and other technological and internetservices. It is an extension of Ajzen and Fishbein’s (1977) Theory of ReasonedAction (TRA) that defines relationship between an individual’s beliefs, norms,attitude, intentions, and behaviour. TAM has been established as anillustration of an individual’s behaviour. Two attitudes derived towards its usageare perceived ease of use and perceived usefulness of an information system.
Nevertheless,(Benbasat & Barki, 2007) noted the model’s limitation to explanation ofpower and extensibility. Scholars such as (Legris, Ingham, & Collerette,2003; Sun, Cao, & You, 2010) noted that TAM could include other additionalvariables to help strengthen it. Other scholars are also posited that theconstructs of TAM do not provide enough evidences for its users (Benbasat &Zmud, 1999). In addition, TAM fails to indicate the constraining influence andindividual control factors affecting an adopted behaviour – unconscious habits (Mathieson& Keil, 1998; Taylor & Todd, 1995).
The model has received criticismsfor not taking cognizance of social behaviour – an example; a subjective normlooking at perceived social pressure to either or not engaged in a particular behaviour(Ajzen, 1991). In contention, (Venkatesh & Bala, 2008) argued how socialinfluence captures various social processes and mechanisms. They posited that,this can guide individuals to formulate perceptions of various aspects of aninnovative system. That notwithstanding, (Davis, Bagozzi, & Warshaw, 1989)are of the view that the initial and basic intent of TAM was to apply to technologyusage behaviour. Aside these shortcomings of the model, some scholars contendthat it is nonspecific and cannot provide a realistic approach of the adoptionoff advanced mobile services and technologies (Bouwman & Van De Wijngaert,2009; Salimon et al., 2017).