Extending tam for information systems to acceptance research/model of consumer goods (CGAM): a theoretical approach
Katrin Förster
Zeppelin University, Germany
k.foerster@zeppelin-university.net
Wolfgang H. Schulz
Zeppelin University, Germany
wolfgang.schulz@zu.de
Abstract
The aim is to broaden the Technology Acceptance Model (TAM) application to consumer goods and to conceptualise the Consumer Good Acceptance Model (CGAM) based on TAM while keeping its core elements and relationships as they were initially presented. Therefore, structural elements of the TAM were reviewed, critical statements of the usage of TAM and how it was constructed were considered to extend the TAM while eliminating flaws and creating value for manufacturers. The conceptualised CGAM is theoretically well supported. The framework upon which the TAM is created allows to adjust it to any acceptance process no matter which good it is. On condition that the definitions of the core elements of the TAM are adjusted, and relevant external factors for the consumer good are introduced. This study provides a new approach to widen the application area of the TAM by extending it to the acceptance of consumer goods.
Keywords: Technology Acceptance Model; consumer economics; consumer behaviour; consumer acceptance; behavioural intention