Extending the technology acceptance model to account for social influence: theoretical bases and empirical validation

Abstract

The Technology Acceptance Model (TAM) represents an important theoretical contribution toward understanding IS usage and IS acceptance behaviors. However, as noted by several IS researchers, TAM is incomplete in one important respect: it doesn't account for social influence in the adoption and utilization of new information systems. Davis (1986) and Davis et al. (1989) noted that it is important to account for subjective norm (SN), the construct denoting social influence. However, they observed that the conceptualization of SN based on TRA (Theory of Reasoned Action) has theoretical and psychometric problems. Specifically, they observed that it is difficult to distinguish if usage behavior is caused by the influence of referents on one's intent or by one's own attitude. They suggested that this problem may be circumvented by using an alternative theoretical basis for conceptualizing SN, specifically in terms of Kelman's (1958, 1961) processes of social influence (compliance, identification and internalization). Within the context of organizational enterprisewide implementation and adoption of collaboration and communication technologies, this study establishes theoretical and empirical bases for the above conceptualization originally suggested by Davis and his colleagues. The construct of social influence is operationalized in terms of Kelman's processes of internalization, identification and compliance. Analyses of field study data provide evidence of the reliability and validity of the proposed constructs, factor structures and measures. The findings enable future researchers to account for social influence in further investigating TAM.