For the ICT development for usage,
Technology Acceptance Model (TAM)
(Davis, 1989) must be adopted to examine
the users’ perceptions regarding its effectiveness
and innovativeness (Agarwal and
Prasad, 1998). The TAM, expanded on
Theory of Reasoned Action (TRA) (Fishbein
and Ajzen, 1980), is the most widely
accepted model by the IT/IS researchers as
well. In addition, compared with the other
model describing customer behavior, Theory
of Planned Behavior (TPB) (Ajzen, 1991)
which is modified from the TRA too, the TAM emphasizes the independence of
customers in using IT/IS and recognizes the
higher decision making power of the customers
with ignorance of customers’ social
and psychological effects.