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

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  • Rossiter, John R.
  • Braithwaite, Bradley

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.

Suggested Citation

  • Rossiter, John R. & Braithwaite, Bradley, 2013. "C-OAR-SE-based single-item measures for the two-stage Technology Acceptance Model," Australasian marketing journal, Elsevier, vol. 21(1), pages 30-35.
    • Handle: RePEc:eee:aumajo:v:21:y:2013:i:1:p:30-35
    DOI: 10.1016/j.ausmj.2012.08.005
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    References listed on IDEAS

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    1. Viswanath Venkatesh, 2000. "Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model," Information Systems Research, INFORMS, vol. 11(4), pages 342-365, December.
    2. Fred D. Davis & Richard P. Bagozzi & Paul R. Warshaw, 1989. "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models," Management Science, INFORMS, vol. 35(8), pages 982-1003, August.
    3. Arts, Joep W.C. & Frambach, Ruud T. & Bijmolt, Tammo H.A., 2011. "Generalizations on consumer innovation adoption: A meta-analysis on drivers of intention and behavior," International Journal of Research in Marketing, Elsevier, vol. 28(2), pages 134-144.
    4. Naresh K. Malhotra & Sung S. Kim & Ashutosh Patil, 2006. "Common Method Variance in IS Research: A Comparison of Alternative Approaches and a Reanalysis of Past Research," Management Science, INFORMS, vol. 52(12), pages 1865-1883, December.
    5. John R. Rossiter, 2011. "Measurement for the Social Sciences," Springer Books, Springer, number 978-1-4419-7158-6, January.
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    Cited by:

    1. Chou, Jui-Sheng & Gusti Ayu Novi Yutami, I, 2014. "Smart meter adoption and deployment strategy for residential buildings in Indonesia," Applied Energy, Elsevier, vol. 128(C), pages 336-349.
    2. John R. Rossiter, 2013. "Scientific progress in measurement theory?," AMS Review, Springer;Academy of Marketing Science, vol. 3(3), pages 171-179, September.
    3. Mütterlein, Joschka & Kunz, Reinhard E. & Baier, Daniel, 2019. "Effects of lead-usership on the acceptance of media innovations: A mobile augmented reality case," Technological Forecasting and Social Change, Elsevier, vol. 145(C), pages 113-124.
    4. Chou, Jui-Sheng & Kim, Changwan & Ung, Thanh-Khiet & Yutami, I Gusti Ayu Novi & Lin, Guo-Tai & Son, Hyojoo, 2015. "Cross-country review of smart grid adoption in residential buildings," Renewable and Sustainable Energy Reviews, Elsevier, vol. 48(C), pages 192-213.

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