Title

Using the Technology Acceptance Model to assess the impact of decision difficulty on website revisit intentions

RIS ID

93064

Publication Details

Reynolds, N. & Ruiz De Maya, S. (2012). Using the Technology Acceptance Model to assess the impact of decision difficulty on website revisit intentions. Academy of Marketing Conference (pp. 1-7). Argyll, Scotland: Academy of Marketing.

Abstract

In the consumer context, 'fun' and 'enjoyment' have been added to the Technology Acceptance Model (TAM). These additions, alongside the question of whether 'usefulness' and 'enjoyment' have direct as well as indirect relationships with behavioural intentions, have resulted in several possible TAM configurations. This paper's first objective is to directly compare the different TAM configurations. Many consumer decisions that are facilitated by technology are inherently complex; consequently, this paper's second objective is to examine the impact of decision difficulty on technology adoption. Data collected from 193 European consumers was analysed using structural equation modelling to address these objectives. Results indicate that the emotional element of TAM acts directly on behavioural intentions; usefulness acts mainly through attitude but also has a direct impact; and ease of use acts through attitude. Task difficulty impacts on TAM through ease of use and has no direct impact on either usefulness or enjoyment. There are several implications of this. While companies may encourage consumers to use technological channels such as websites, they rarely force them to do so. As such, companies need to ensure that their websites are both enjoyable and designed to be easy to use even with complex tasks.

Link to publisher version (URL)

Academy of Marketing Conference

Please refer to publisher version or contact your library.

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