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C-OAR-SE-based single-item measures for the two-stage Technology Acceptance Model

Journal Article


Abstract


  • This article addresses the scope and nature of the two-stage (adoption then usage) Technology Acceptance Model, TAM. The first contribution is to use C-OAR-SE theory to provide new and valid single-item measures of TAM's stagewise paired constructs intended to replace the non-valid and inefficient multiple-item measures used by TAM researchers at present. The second contribution is to demonstrate that individual-level frequency counts and cross-tabulations reveal more about how TAM works in its potential adopter stage and its current user stage than the usual group-level correlation and regression analyses.

Publication Date


  • 2013

Citation


  • Rossiter, J. R. & Braithwaite, B. C. (2013). C-OAR-SE-based single-item measures for the two-stage Technology Acceptance Model. Australasian Marketing Journal, 21 (1), 30-35.

Scopus Eid


  • 2-s2.0-84871676510

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/3188

Has Global Citation Frequency


Number Of Pages


  • 5

Start Page


  • 30

End Page


  • 35

Volume


  • 21

Issue


  • 1

Place Of Publication


  • United Kingdom

Abstract


  • This article addresses the scope and nature of the two-stage (adoption then usage) Technology Acceptance Model, TAM. The first contribution is to use C-OAR-SE theory to provide new and valid single-item measures of TAM's stagewise paired constructs intended to replace the non-valid and inefficient multiple-item measures used by TAM researchers at present. The second contribution is to demonstrate that individual-level frequency counts and cross-tabulations reveal more about how TAM works in its potential adopter stage and its current user stage than the usual group-level correlation and regression analyses.

Publication Date


  • 2013

Citation


  • Rossiter, J. R. & Braithwaite, B. C. (2013). C-OAR-SE-based single-item measures for the two-stage Technology Acceptance Model. Australasian Marketing Journal, 21 (1), 30-35.

Scopus Eid


  • 2-s2.0-84871676510

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/3188

Has Global Citation Frequency


Number Of Pages


  • 5

Start Page


  • 30

End Page


  • 35

Volume


  • 21

Issue


  • 1

Place Of Publication


  • United Kingdom