Watch That Attitude! Examining the Role of Attitude in the Technology Acceptance Model through Meta-Analytic Structural Equation Modelling

Abstract

The Technology Acceptance Model (TAM), proposed by Fred Davis in 1986, is a foundational framework for understanding technology adoption, emphasizing Perceived Ease of Use (PEOU) and Perceived Usefulness (PU) as key determinants of Intention to Use (ITU). While Attitude Toward Using (ATU) was initially central to TAM, it was later omitted in iterations like TAM2 and UTAUT. This paper revisits the role of ATU within TAM, employing One-Step Meta-Analytic Structural Equation Modelling (OSMASEM) to analyze educational technology acceptance. The findings reveal that ATU significantly mediates the relationship between PEOU, PU, and ITU, enhancing the explanatory power of TAM. By comparing models with and without ATU (TAM-O and TAM-R), the findings demonstrate that incorporating ATU provides a more comprehensive understanding of user behavior, particularly in voluntary use contexts. The study underscores the importance of attitudes in technology adoption and suggests that future TAM iterations should consider ATU to improve predictive accuracy. This research contributes to theoretical advancements in TAM and offers practical insights for enhancing technology acceptance in educational settings.