A.

Technology Acceptance Model

In order to understand user’s behavior, several approaches have been
introduced and applied after the introduction of new information systems. Theory of
Acceptance Model (TAM) is a theory in information systems which identifies factors
which influence customers’ decision in accepting new technology. (Salunkhe, Udgir, &
Petkar, 2018) One of the most widely used models in explaining the user acceptance
behavior is the Technology Acceptance Model (TAM) (Ma & Liu, 2004). This model was
introduced by Davis (1986) which is grounded in Social Psychology Theory particularly
in the Theory of Reasoned Action (TRA). (Fishbein, & Azjen, 1975) Theory of Reasoned
Action focuses on the idea that the subjective norms and attitude of an individual
influence his action. Said actions are determined by his degree of intention.

TAM has been widely cited by scholars in several fields especially Management
Information Systems (MIS). As explained in TRA, behavior is approximately equal to the
behavioral intention, which resulted from the combination of consumers' attitude
towards purchasing a product and the subjective norms about the behavior (Bray, n.d.).
On the contrary, other scholars argue the user’s behavior is affected by social norms
deriving from external motivations and should not be construed as acceptance.
According to TAM, Perceived Ease of Use (PEU) and Perceived Usefulness (PU) are
two important dimensions which play a crucial role on an individual's beliefs. Moreover,
PEU influences PU. PU affects the individual’s intention to use an information system
which eventually results in the actual use and is treated as an outcome variable. (Choi,
2020) PEU and PU are also mediated by social influences, individual differences,
facilitating conditions and system characteristics (Portz Dickman, 2019).

TAM has been a widely used model to help understand and explain user
behavior in an information system. Several researchers tested the model, and their
results supported the notion that TAM is reliable (Surendran, 2021). TAM is used in
strategic digital marketing and other digital-related transformation, which is also
maximized by the academe and other researchers who want to dig deeper into the said
model. The Health sector also uses the Modified Technology Acceptance Model for
sustainable adoption of eHealth Systems in Resource-Limited Settings (Kalayou,
Endehabtu, & Tilahun, 2020).

In addition, TAM is used for Augmented Reality and Building Information

Integration in the Construction Industry (Eishafey et al., 2020). In the Philippines, many
studies used TAM as a reference, but only a few studies delved deep and conducted
research in the local setting. Studying TAM in the Philippine context would contribute to
the limited body of knowledge about TAM in the country.