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Vol. 22 No. 8 (2025): Are the Technology Acceptance Models Still Fit for Purpose?

Published: 10 January 2025

Editorial

  • Editorial: “Are Technology Acceptance Models still fit for purpose?”

    Michael O'Dea

    Technology acceptance research has been an important and fruitful research domain since the late 1980s. At the forefront has been the Technology Acceptance Model (TAM) and related models such as UTAUT. These models aim to explain and predict adoption of technology, so that adoption can be improved and decisions can be made regarding technology implementation. The predictor variables of adoption are Behavioural Intention (BI) and Actual Use (USE). The TAM defines two key determinants of BI, Perceived Ease of Use (PEOU, sometimes also abbreviated as PEU) and Perceived Usefulness (PU). Technology Acceptance Model based research has been applied to many different technologies, in different fields of use, in different cultural contexts and at different scales, globally and whilst being robust, the approach does have limitations. These call into question, to greater and lesser degrees, the validity of the findings and/or the usefulness of the model under certain contexts. This issue examines the debates surrounding these limitations under the umbrella question of “TAMs are they still fit for purpose?” The commentary article and book reviewed directly address these debates and the articles demonstrate how researchers are responding to the debates, exploring them in different contexts, at different scales and for different technologies. The editorial concludes by proposing future directions for the field to continue its evolution and remain as an effective and important tool in the understanding technology adoption in an age of frequent and rapid technological innovation in education.

Commentary

  • Is the Technology Acceptance Model just old wine in new wineskins? Exploring issues for further model development

    Ronny Scherer

    For about three decades, the Technology Acceptance Model (TAM) has been a crucial source of information for understanding the factors and processes that influence the integration of technology. The TAM has been extensively studied in various educational settings, involving students and teachers across different academic levels and specific technologies. The diverse range of applications has generated a vast body of evidence affirming the model’s relevance in education. However, despite its success, the research on the TAM still has some unresolved issues and limitations. In this commentary, I address these existing concerns and describe further areas for improvement, including the model itself, the measurement of TAM constructs, and existing gaps and conflicting findings in the current body of evidence. By shedding light on these issues, I hope to guide future research endeavors that build upon and refine the TAM.

Articles

  • How would future mathematicians embrace digital literacy? An TAM model-based analysis

    Zhenyu Sun, Ruixue Yuan , Xuezhi Liu

    Mathematical practice by working mathematicians is rapidly reshaping the structure and form of modern mathematics. Old intuitions relying on set-theoretic mathematics are receding, replaced by new mathematics based on (higher) category theory. Vladimir Voevodsky, a Fields Medalist, proposed in 2010s a project for reconstructing mathematical proofs using programming languages, known as homotopy type theory (HoTT). At the 2022 International Congress of Mathematicians, Kevin Buzzard gave a plenary talk titled “The Rise of Formalism in Mathematics”, calling for the mathematical community to pay attention to the new trend in research, paper writing and publication review. Undergraduate-level mathematics education is the foundation of mathematical research, but it is also deeply affected by the cutting-edge developments in mathematics. Some universities have already begun various teaching practices to adapt to this new trend, such as UCL's Xena project. This paper adopts multiple case studies and explores emerging impacts of digital literacy on university mathematics education - including both mathematics majors and other STEM majors that heavily apply mathematical tools. The authors believe that TAM model-based analysis could help evaluate the potential impact of this new trend rigorously, rather than relying solely on the propaganda of individual mathematicians. More specifically, we will examine in depth several undergraduate curricula, textbook writing programs, and mathematics education association based on a specific digital platform from the United States and Europe, and compare their successes and failures in various dimensions.

  • Artificial Intelligence Powered Pedagogy: Unveiling Higher Educators Acceptance with Extended TAM

    K Kavitha, V P Joshith

    There is a growing prevalence of AI tools in the arena of higher education. The willingness and intentions of higher educators play a significant role in successfully incorporating these tools. This investigation extends the Technology Acceptance Model (TAM) to explore the multifaceted interplay among determinants shaping higher educators' intentions for employing AI tools in their professional and pedagogical domains. The data was gathered from 400 respondents, comprising educators holding positions ranging from assistant professors to professors within Indian HEIs. The investigation validated the TAM model's applicability using covariance-based systematic equation modeling (CB-SEM) and supported nine of the fifteen proposed hypotheses. Further, the investigation underscores the significance of fostering higher educators' competency and confidence in AI tools through focused training and support services. Additionally, it highlights the role of their inherent openness to be proficient in such novel technological advancements. This investigation advances the prevailing AI-strengthened pedagogical sphere of education.

  • Recontextualising the Unified Theory of Acceptance and Use of Technology (UTAUT) Framework to Higher Education Online Marking

    Anabel Da Silva Soares, Moya Lerigo-Sampson, Jacqueline Barker

    The Higher Education (HE) sector has faced an exceptional period of complex and fast-moving change, meaning staff have had to quickly adjust their teaching delivery, reconsider how learning outcomes are assessed, and adopt new technologies. Despite significant efforts by HE staff across these areas, the willingness to adopt new tools and technologies is not consistent across all staff cohorts and indeed some researchers suggest that this willingness, or readiness to adopt emerging technologies and educational tools can be shaped by individual differences, attitudes, and social norms.This study focuses on education technology acceptance in HE via a specific university and explores the use of technology enhanced feedback and marking tools, such as online embedded rubrics. Underpinned by the unified theory of acceptance and use of technology (UTAUT), this research project aims to explore the perceptions of staff towards online feedback and marking practices. In turn, the research project considers the relevancy of the UTAUT model in differing / current contexts. Contribution manifests through a) the methodological choice of qualitative semi-structured interviews to explore the UTAUT dimensions, b) the deep contextual understanding of the challenges HE staff face in adopting and implementing new technologies, c) suggested adaptations to UTAUT, and c) recommendations for HE practice.

  • Exploring Teachers’ Acceptance of Online Teaching: Post-COVID-19 Evidence from China’s Higher Education institutions

    Keyi Yang, Chengchun Li, Yan Chen, Min Wu

    This study aims to investigate the influence of the use of online teaching techniques on teaching performance and the willingness to use online teaching mode in the post-COVID-19 era. Based on the technology acceptance model, we collect primary data from higher education in China using questionnaires and construct relevant variables to conduct empirical analysis. Our results suggest that there is a positive and significant relationship between the use of online teaching techniques and the willingness to use online teaching mode. However, we find an insignificant effect of the use of online teaching techniques on teaching performance. Our findings provide a reasonable guideline for policymakers seeking factors to improve online education.

  • Exploring academic's intentions to incorporate ChatGPT into their teaching practice

    Etieno Enang, Danai Christopoulou

    This paper explores the factors affecting the adoption of Chat GPT by academics in the UK Higher Education by employing the Technology Acceptance Model (TAM) and its extension the Unified Theory of Acceptance and Use of Technology (UTAUT). Utilising a quantitative web-based survey questionnaire we explore the intentions of academics employed at the University of Liverpool Management School (ULMS) in UK, to incorporate Chat GPT in their teaching practices. The findings show that the original TAM variables of perceived ease of use and perceive usefulness, and perceived self-efficacy (UTAUT) are useful to explain the attitudes of academics toward Chat GPT. Hence, the original TAM remains suitable for use even for new disruptive technologies such as Chat GPT. Till date, this is the only study that empirically explores the factors that motivate academics to adopt Chat GPT in the UK Higher Education.

Book Review

  • Book Review: The Technology Acceptance Model - 30 Years of TAM by Fred D. Davis and Andrina Granic.

    Michael O'Dea

    The book “The Technology Acceptance Model – 30 years of TAM” by Davis and Granic is a retrospective, a state of play and a look forward at the Technology Acceptance Model. It will appeal to a cross section of readers, including those new to the field, existing researchers and people interested in theory development. The book is divided into three sections plus an appendix. These cover, respectively, the development of the theory, described in terms of Smith and Hitt’s theory of development, a review of recent research in the field, presented as a meta-review of work between 2003 and 2023, a proposal for the future development of the theory via NeuroIS and set of principles for refining the theory a variety of contexts. The book is comprehensive, systematic and thought provoking. It is an interesting addition to the body of work on technology acceptance.