It's all about attitude: revisiting the technology acceptance model

Authors:
Hee-dong Yang;Youngjin Yoo
Affiliations:
College of Management, Ewha Womans University, 11-1 Daehyun-Dong, Sodaemun-Ku, Seoul 120-750, South Korea;Information Systems Department, Weatherhead School of Management, Case Western Reserve University, 10900 Euclid Avenue, Cleveland, OH
Venue:
Decision Support Systems
Year:
2004

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Abstract

We expanded Davis et al.'s technology acceptance model (TAM) by considering both the affective and the cognitive dimensions of attitude and the hypothesized internal hierarchy among beliefs, cognitive attitude, affective attitude and information systems (IS) use. While many of the earlier findings in TAM research were confirmed, the mediating role of affective attitude between cognitive attitude and IS use was not supported. Our results cast doubts on the use of the affective attitude construct in explaining IS use. Meanwhile, we found that cognitive attitude is an important variable to consider in explaining IS usage behaviors. Our results suggest that attitude deserves more attention in IS research for its considerable influence on the individual and organizational usage of IS.