Title

C-OAR-SE-based single-item measures for the two-stage Technology Acceptance Model

RIS ID

73879

Publication Details

Rossiter, J. R. & Braithwaite, B. C. (2013). C-OAR-SE-based single-item measures for the two-stage Technology Acceptance Model. Australasian Marketing Journal, 21 (1), 30-35.

Abstract

This article addresses the scope and nature of the two-stage (adoption then usage) Technology Acceptance Model, TAM. The first contribution is to use C-OAR-SE theory to provide new and valid single-item measures of TAM's stagewise paired constructs intended to replace the non-valid and inefficient multiple-item measures used by TAM researchers at present. The second contribution is to demonstrate that individual-level frequency counts and cross-tabulations reveal more about how TAM works in its potential adopter stage and its current user stage than the usual group-level correlation and regression analyses.

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Link to publisher version (DOI)

http://dx.doi.org/10.1016/j.ausmj.2012.08.005