Marketing research trends using technology acceptance model (TAM): a comprehensive review of researches (2002–2022)

The technology acceptance model (TAM) is a widely accepted theoretical framework that explains how users accept and use technology. TAM has been applied in various marketing contexts to explain consumer behavior toward new technological products and services. By understanding how consumers perceive their products’ usefulness and ease of use, marketers can design effective marketing strategies that maximize consumer adoption and usage rates. This paper provides a comprehensive review of using TAM in marketing development. First, a metadata analysis was conducted by adopting 1089 papers from the Scopus database to review previous works in TAM and marketing. Second, a descriptive bibliometric analysis was performed using 437 published works and a VOS viewer to determine the recent development in using TAM in marketing. Third, content analysis of 57 papers using Wordstat was conducted to indicate the latest trends in marketing. Results reveal that marketing research using TAM is on an upward curve with limitations in implementing recent technologies. Sustainability Switzerland, Developments in Marketing Science, and International Journal of Bank Marketing were the top journals, Tan, G.W.H and Dr. Ooi Keng-Boon were the leading authors, business and management, computer science and social science were the principal areas of research, and USA, China, and Malaysia were the top countries. Results of bibliometric analysis reveal that mobile, technology, market research, and online marketing were the top trends in marketing. These results indicate the increasing importance of marketing trends and the TAM model used in today’s market and management.Our paper offers a fascinating glimpse into the world of marketing research through the lens of the Technology Acceptance Model (TAM). In simple terms, TAM helps explain why people embrace new technology. By applying this framework to marketing, we unveil key insights into consumer behavior towards modern products and services. From smartphones to online shopping, TAM sheds light on why we adopt and use these innovations. Our findings reveal exciting trends in marketing, showing how businesses can harness TAM to create effective strategies that resonate with consumers. Whether you’re a tech enthusiast or a curious consumer, our paper provides valuable insights into the evolving landscape of marketing and technology adoption.