Proposed by Fred D. Davis (1989) [1], to predict why people accept or reject new information systems.
TAM adapts the Theory of Reasoned Action [2] (TRA), which links beliefs → attitudes → intentions → behavior [3].
By importing TRA’s attitude-intention logic into an information systems context, Davis argued that only two belief variables are needed to forecast use: perceived usefulness and perceived ease of use.
Framework
Perceived ease of use feeds both Attitude and Perceived Usefulness, reflecting Davis’s finding that a system that feels effortless makes its benefits more obvious. External factors (e.g., training, system design, organizational climate) work indirectly by shaping these two beliefs. [4]
Key extensions
| Model | What was added |
| TAM2 (2000) [5] | Social influence (subjective norm, image) and cognitive instrumental cues (job relevance, result demonstrability). |
| TAM3 (2008) | Anchoring & adjustment factors (computer self-efficacy, anxiety, perceived playfulness) to explain ease-of-use beliefs. |
| UTAUT (2003) [6] | Unified eight competing models; posits performance expectancy, effort expectancy, social influence, facilitating conditions moderated by age, gender, experience. |
Limitations
- Context blind – Original TAM omits social norms, trust, hedonic motives; later variants or UTAUT may fit better in consumer or communal settings. [7]
- Static snapshot – Cross-sectional surveys can overestimate relationships; longitudinal designs (TAM2) capture belief change over time. [8]
- Measurement overlap – PU and PEOU sometimes correlate strongly; ensure discriminant validity when developing questionnaires. [9]
A story
From Skeptic to QR-Code Pro
Arjun runs a roadside tea stall in Pune.
For years he took only cash—easy, familiar… until one monsoon evening when a regular waved a phone instead of a ten-rupee note.
“Bhaiya, UPI chalega?”
Stage 1 – Perceived Usefulness (PU)
Arjun notices the queue moves faster when neighbouring stalls accept UPI. Customers with no change stop at their counters, not his. He realises: “Digital payments = more sales.”
Stage 2 – Perceived Ease of Use (PEOU)
A friend shows him that sticking a free QR code on the kettle is literally plug-and-play—no bank machine, no English forms. One scan, he’s paid.
Setup time: 15 minutes.
Attitude & Intention
Positive + simple → Arjun orders a laminated QR, places it by the cups, and tells his helper to encourage every customer to “scan & sip.”
Actual Use
By month-end, half his ₹900 daily turnover flows through UPI. He’s surprised:
- zero fake notes
- instant SMS ledger (no notebook math)
- customers buy an extra biscuit pack when they’re cash-free
Outcome
Arjun now serves ~20 % more cups per day, mirroring India’s broader trend—UPI volumes touched 18.4 billion transactions in June 2025 alone. [10]
References:
[1] Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319. https://doi.org/10.2307/249008
[2] Trafimow, D. (2009). The theory of reasoned action. Theory & Psychology, 19(4), 501–518. https://doi.org/10.1177/0959354309336319
[3] Fishbein, M. A., & Ajzen, I. (1975). Belief, attitude, intention and behaviour: An introduction to theory and research. ResearchGate. https://www.researchgate.net/publication/233897090_Belief_attitude_intention_and_behaviour_An_introduction_to_theory_and_research
[4] Same as 1.
[5] Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: four longitudinal field studies. Management Science, 46(2), 186–204. https://doi.org/10.1287/mnsc.46.2.186.11926
[6] Venkatesh, N., Morris, N., Davis, N., & Davis, N. (2003). User acceptance of information Technology: toward a unified view. MIS Quarterly, 27(3), 425. https://doi.org/10.2307/30036540
[7] Same as 6.
[8] Same as 5.
[9] King, W. R., & He, J. (2006). A meta-analysis of the technology acceptance model. Information & Management, 43(6), 740–755. https://doi.org/10.1016/j.im.2006.05.003
[10] National Payments Corporation of India (NPCI). (n.d.). BHIM UPI App – Instant Money Transfer App| NPCI. National Payments Corporation of India. https://www.npci.org.in/what-we-do/upi/product-statistics
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