Quality Evaluation Models - High Level Models and Methodologies for Information Systems - page 89

determined by subjective elements such as perceived usefulness and perceived ease
of use, which in turn establish the general user s attitude toward using. That attitude

will, in turn, determine actual system use. This constitutes a process of ongoing
responses that begin when design features are implemented and move from a
cognitive response (users

'

corre-
sponding positive or negative attitudes) to a behavioral response (use or discarding
of the system). It is noteworthy that

' perception) to an affective response (users '

“ design features ” are an external factor here,

not having any direct in uence over system use, but merely an indirect one, with

perceived usefulness and perceived ease of use establishing the causal relationship
(Davis 1986 ) (Fig. 6.1 ).
The TAM regards the performance of a system in light of two variables: its
functionality and its usability. A system ' s functionality concerns its capacity to act

in its speci c environment. This analyzes both the systems actions and its conse-

quences in the environment it is applied to. Usability, in its turn, is a fundamental
element in the decrease in the financial burden of the resources that are necessary

for a system to operate. Also, it implies the need to diminish users ' efforts when

dealing with the system, and facilitate end users ' interaction with the system

(Whitworth and Zaic 2003 ).
TAM is, then, basically supported by two precepts: supposed usefulness and
supposed easiness of use. These two precepts are believed to outline the users

'
behavior of technology adoption. They allow a prediction of how the users will
behave toward the adoption of innovative technology (Rao 2007 ).
In this model, it is evident that the key element is user attitude. Indeed, it is
through this stage that systems are, or are not, determined as useful for the purposes
of the organization, as well as for individual users ' goals. According to Rao ( 2007 ),

the users ' stance with regard to adopting technology is dependent on elements like

“ perceived ease of adoption, apprehensiveness, perceived utilities of technology

(extrinsic motivation); enjoyment (intrinsic motivation). These factors are deter-

minant in the adoption process because they refer to the users

”

perspective on that
same technology: whether they perceive it as user friendly, whether they have any
reserves toward the technology, whether they will

'

find it useful, and whether they
will enjoy using such technology. At this point, however, it is important not to

Fig. 6.1 A simple outline of the technology acceptance model (adapted from Davis 1986 )