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Integrating the intuitive into user acceptance of technology theory

McAran, D. (2017) Integrating the intuitive into user acceptance of technology theory. DBA thesis, Henley Business School, University of Reading

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The increased pervasiveness of computer (and mobile) technology in all spheres of human life is all encompassing. The Technology Acceptance Model (TAM), and the models derived from TAM, dominate user acceptance of technology theory and are amongst the most researched, well known, and pervasive theories in information systems (IS) research. There is concern, most profoundly expressed by several authors in the 2007 special issue of the Journal of the Association for Information Systems entitled Quo Vadis TAM – Issues and Reflections on Technology Acceptance Research, that despite the extent of the research performed on user acceptance of technology, few design specifications or interventions have emerged to enhance or promote user acceptance of technology. The TAM model as modified for this research includes the proposed Perceived Intuitiveness (PI) of technology construct which is hypothesized to have a significant effect on Perceived Usefulness (PU), Perceived Ease of Use (PEOU), Compatibility (COM), and USE. Partial Least Squares Structural Equation Modeling (PLS-SEM) is used to explore and evaluate these relationships. The design of intuitive technology is an emergent area of research; integrating the PI construct into the TAM model would address the call to link technology acceptance to technology design. A formal process is used for development of the construct based on the recommended procedures. Measurement items are identified based on a preliminary exploratory pilot study and a review of the literature. Model specification, scale evaluation and refinement were performed in a second pilot study. This research uses a web-based questionnaire directed towards legal professionals asking them to complete the survey instrument based on their personal experiences with a self-selected legal technology product. Respondents were solicited using the social media site LinkedIn. User Experience has emerged in the literature as a summative term for the total user interaction with computer technology. Based on the literature review, the second level construct consisting of two first order reflective constructs, PI and Compatibility, is identified as User Experience (UE). The resultant model is identified as the Technology Acceptance User Experience (TAUE) model and consists of the second level UE construct, the PU construct and the dependent variable USE. The TAUE model explains in the range of 36% of the variance in USE. The integration of a PI construct into the TAM model provides an approach to resolving what has been referred to as the “TAM Logjam” by providing a link from TAM to the research stream of intuitive technology design which would benefit both academic and practitioner communities. Keywords: Perceived Intuitiveness, User Experience, Technology Adoption

Item Type:Thesis (DBA)
Thesis Supervisor:Manwani, S. and Hair, J.
Thesis/Report Department:Henley Business School
Identification Number/DOI:
Divisions:Henley Business School
ID Code:80456


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