The Utility of TAM-Perceptions: Integration of Technology Perceptions into Choice-Based Conjoint Analysis

Recent papers claim the technology acceptance model [TAM] is exhaustively examined by researchers and, thus, additional studies of traditional style may only provide a marginal contribution. Instead of adding new constructs to the TAM to describe its dependent or independent variables better, we develop an approach to combine the well-established constructs of TAM, which measure perceptions of a new technology, and the choice-based conjoint analysis [CBC], which measures the monetary value of product attributes from a marketing perspective. In combining both methods we are able to compare the overall technology perceptions with particular attributes of product realisations with respect to their importance. We measure how TAM constructs influence the baseline utility of a new technology. We empirically apply and discuss our approach and show how the TAM can make a distinctive contribution to Information Systems and Marketing Research.