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Digital Marketing Models: The Technology Acceptance Model

November 13, 2020

The Technology Acceptance Model (TAM) is designed to measure the adoption of new technology based on customer attitudes.

TAM is largely credited to Fred Davis in 1989, when he was part of the Computer and Information Systems, Graduate School of Business Administration at the University of Michigan in the US.

This was at a time when computers were being introduced into the workplace and Davis was looking for a way to predict and explain system use both for vendors and IT managers.

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