2.2. Technology Acceptance Model for Business Intelligence Systems
Adoption of IS research has been studied using different theoretical approaches. Theory of reasoned action, proposed by Fishbein and Ajzen8, and theory of planned behavior proposed by Ajzen1, has roots in cognitive psychology25. Even though other models have been used in IS research, Technology Acceptance Model (TAM) has been one of the most able to capture the most attention of the IS community5. TAM has evolved from theory of reasoned action and it has been updated several times. ( กิด สีเขียว)
Three major factors are proposed as a motivation for adopter to use a system: perceived ease of use (PEU), perceived usefulness (PU) and attention to use. Davis6 had a first refined version of TAM where they found that both PEU and PU have direct influence on intention to use (ITU) which eliminated the previous attention to use factor. Another refined version of TAM known as TAM2 came out in 1996. Venkatesh and Davis31,32 gave a final version of TAM used widely in information systems research. TAM focuses on behavioral intention in adoption process of information systems. Perceived usefulness is defined by Davis6 as “the degree to which an individual believes that using a particular system would enhance his or her productivity” while perceived ease of use is defined as “ the degree an individual believes that using a particular system would be free of effort”.