Extending the Technology Acceptance Model to Account for Social Influence: Theoretical Bases and Empirical Validation

  • Authors:
  • Yogesh Malhotra;Dennis F. Galletta

  • Affiliations:
  • -;-

  • Venue:
  • HICSS '99 Proceedings of the Thirty-Second Annual Hawaii International Conference on System Sciences-Volume 1 - Volume 1
  • Year:
  • 1999

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Abstract

Davis et al. had underscored the importance of accounting for subjective norm (SN) in the Technology Acceptance Model (TAM) for its application to real world organizations. Observing the psychometric limitations of TAM's theoretical bases, they recommended an alternative theoretical basis for conceptualizing SN in terms of Kelman's processes of social influence. This field study establishes theoretical and empirical bases for the above conceptualization. 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.