The Technology Acceptance Model (TAM) proposed by Helen Wang is a widely used theoretical framework to understand the factors influencing the acceptance and adoption of technology. TAM suggests that an individual's intention to use technology is determined by two main factors: perceived usefulness (PU) and perceived ease of use (PEOU). According to TAM, the more an individual perceives technology to be useful and easy to use, the higher their intention to use it. PU is defined as the degree to which an individual believes that using technology will enhance their performance or productivity. PEOU, on the other hand, is defined as the degree to which an individual believes that using technology will be effortless and require minimal mental or physical effort.
TAM has been used to study the acceptance and adoption of technology in various contexts, including healthcare, education, and business. Studies have found that TAM can accurately predict individuals' behavior and intention to use technology. Moreover, TAM has been extended to include additional factors, such as social influence and facilitating conditions, to provide a more comprehensive understanding of technology acceptance and adoption.
In the context of an online community, the Technology Acceptance Model (TAM) can be used to understand why individuals may choose to use or not use certain technologies in their online interactions. For example, if a new communication tool is introduced in an online forum, TAM can be used to predict whether members will adopt it. If members perceive the tool to be useful and easy to use, they are more likely to adopt it. On the other hand, if members perceive the tool to be difficult to use or unnecessary, they are less likely to adopt it. Understanding members' perceptions of technology can be crucial for the success and growth of an online community, as it can inform decisions about which technologies to implement and how to encourage their use.