Applying TAM across cultures: the need for caution

The technology acceptance model (TAM) is one of the most widely used behavioural models in the information systems (IS) field. Researchers have used the model to study many different IS adoption situations and contexts, and it usually demonstrates validity and reliability. Although TAM was developed in the U.S., the TAM model has also been used in other countries. Transferring a model to another cultural context should be subjected to rigorous testing, and a few studies have begun to examine the applicability of TAM in a small variety of cultures. This study contributes to the growing multi-cultural examination of TAM, and demonstrates that although the model has been successful in predicting adoption behaviours in some international settings, it might not hold in all cultures. Almost 4000 students from several universities around the world provided the data for the study. Data analysis revealed that the TAM model does not hold for certain cultural orientations. Most significantly, lo...

• Type: Journal
• Year: 2007
• Where: EJIS
• Authors: Scott McCoy, Dennis F. Galletta, William R. King
• Keywords: EJIS 2007, Model, TAM Model, Technology Acceptance Model