The Technology Acceptance Model (TAM) is a widely used framework in the field of information systems and technology research. It was initially developed by Fred Davis in the 1980s to explain and predict users’ acceptance and usage of technology. Since then, TAM has been continuously refined and extended to account for various factors that influence users’ acceptance of technology. One such factor that has gained significant attention in recent years is user engagement.
User engagement refers to the extent to which users are actively involved and committed to the technology they are using. It is a multidimensional concept that encompasses cognitive, emotional, and behavioral aspects of users’ interactions with technology. User engagement is considered a crucial determinant of technology acceptance and usage, as more engaged users are more likely to adopt and continue using a technology.
The link between TAM and user engagement is strong and reciprocal. According to TAM, users’ perceived usefulness and ease of use of a technology are key determinants of their intention to use it. When users find a technology useful and easy to use, they are more likely to accept and adopt it. These factors, in turn, contribute to user engagement. When users perceive a technology as valuable and user-friendly, they are more likely to engage with it actively.
On the other hand, user engagement can also influence users’ perceptions of a technology’s usefulness and ease of use. When users are highly engaged with a technology, they may discover new features and functionalities that they were not aware of initially. This increased exposure and exploration can enhance users’ perceptions of usefulness and ease of use. Moreover, highly engaged users may also dedicate more effort and time to learn and master a technology, thereby influencing their perceived ease of use.
Several studies have provided empirical evidence supporting the strong connection between TAM and user engagement. For example, a study by Li and Shi (2013) found that users’ perceived usefulness and perceived ease of use significantly predicted user engagement with web-based learning systems. Similarly, a study by Venkatesh et al. (2012) demonstrated that user engagement significantly mediated the relationship between perceived usefulness and users’ intention to continue using social networking sites.
Understanding the relationship between TAM and user engagement is essential for technology designers and developers. By considering the factors that drive user engagement, designers can enhance the perceived usefulness and ease of use of their technologies, thereby promoting technology acceptance and usage. Additionally, by fostering user engagement, designers can ensure that users remain committed to a technology over time, leading to higher levels of satisfaction and loyalty.
In conclusion, the Technology Acceptance Model and user engagement share a strong connection that influences users’ acceptance and usage of technology. Users’ perceptions of usefulness and ease of use, as explained by TAM, drive their engagement with a technology. Similarly, user engagement can influence users’ perceptions of a technology’s usefulness and ease of use. Recognizing this connection is vital for technology designers and developers as it can inform strategies to enhance technology acceptance and usage.