The technology acceptance model is a diagram or a scheme that shows how technology users integrate tech devices into their everyday life. It is the second phase of technology, establishing its presence in society. The reason behind creating a plan or a scheme for this purpose is to understand the qualities and attributes that people find appealing about particular products or technologies. The way a technology acceptance model works is by highlighting the main routes or trajectories that define the way humans perceive and use technology. On a starting level, the technology presents itself to the public in the form of advertisement methods or social interaction, then comes the acceptance where the user integrates this technology into their lives and changes certain activities in order to cope with its existence. And finally, the consumer either embraces the technology or gives feedback to the developers of the technology about what can improve the device in question.
The model was laid out originally by Davis in several variables and elements.
1. Perceived ease of use
It was one of the theories regarding the technology acceptance model that Davis had also laid out, and it signifies the preconceived notion that a person has on the technology before they expose themselves to it. The theory suggests that each user has a preconceived thought that whatever piece of technology they are dealing with, the system of it is easy to handle and get a firm grasp of. It also suggests that if the technology is far too complicated for the average consumer to use, then the general reaction to the product by the masses will be adverse, thus giving the system by which the technology operates a great deal of importance. Davis explains it way back when he had the layout for the model in 1989 by saying:” “the degree to which a person believes that using a particular system would be free from effort.” The reason this element exists within the diagram is to act as a variable to the reaction of the audience to the technology, and it may lead to a shortage of freedom within the development of the technology thanks to the audience being used to the way the old systems work. For instance, most smartphones only use two significant systems to operate; Android and IOS, with slight variations to the themes and layout of the application. That is because the grand majority uses android, and the change to a new system might be daunting to the consumers; in fact, companies like Samsung and Xiaomi create launchers to hide the traditional Android layout and plugin their apps. Smartphone users often complain about this and think that it is blocking the experience and prefer if they kept the stock android launcher.
2. Perceived usefulness
Another one of the theories of the technology acceptance model, and it shows how useful the technological product is to the consumer in the matter or function that they assign it to do. More often than not, consumers have a specific need that they need to fulfill with their choice of technological equipment, and the selection itself defines the characteristics that the device should have. As Davis puts it:” the degree to which a person believes that using a particular system would enhance his or her job performance.” The person feels that they are performing better using that specific system because it has an attribute that they were searching for in the product. The theory is the first basis of the technology acceptance model, then comes the familiarity that the user develops to the system in question. The device does not merely aim at fulfilling the task it is designed to, but in the new age of tech, it has to introduce certain mechanics that keep the user engaged in the experience of using the product. For example, in recent years, screens on smartphones got an update in refresh rate, because smartphone companies that that is where most of the time that their customers spend. The smartphone still does all the tasks of connection and responsiveness, but now it does them more smoothly on an even bigger screen.
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3. The reaction of the user
The central aspect that the technology acceptance model revolves around Is the stimulations that define the public’s reaction to a drastically different change in a product or a new technological product completely. And those elements may include psychological factors as it may consist of the state of technology at a certain point in time, which is why technology designers have to stay up to date with the newest tech creations.
Initially, the exposure to a particular technology can be through advertising or surrounding influence, in which case the product created enough buzz to initiate a marketing campaign done by the users. The order of the next events is entirely dependent on the product’s capability of doing the assigned task. For instance, video and photo editors know that using Mac is better for their job, simply because the software is more compatible with that device’s operating system. For that specific task, they would recommend that Mac over and over again because they know how effective it is, based on experience. But if other elements interfere in the choice, such as the price being high or the unique operating system, the choice then depends on the willingness of the buyer and their priorities.
The model does not try to predict the way certain types of people react to certain technology systems, but it connects the dots necessary to come up with an explanation for their reaction. The closest image to trying to predict such a thing is predicting the weather; there are too many elements and variables involved, but what meteorology tries to do is narrow down the chances of the temperature and giving detailed explanations to any anomaly that might happen.
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Originally published on Live Positively.
