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Abstract
Technology Acceptance Model (TAM) is capable of explaining user behavior across a broad range of end-user computing technologies and user populations. In its original form TAM has been extensively incorporated as a methodology to measure attitude towards technology adoption from users in multiple domains, as well as within financial domain. TAM variations have also been proposed and applied for measuring users' attitude towards adoption of several IT based services. In this paper we demonstrate a revised TAM model for measuring users' attitude towards online electronic payments adoption. We present the model developed, as well as initial results from a relevant survey at a Greek bank's target users group.
Keywords: TAM; electronic payments
© Rigopoulos George, 2007
INTRODUCTION
In this paper we demonstrate a revised TAM model for measuring users' attitude towards online electronic payments adoption. Since electronic payments represent a considerable part of banks' retail portfolio, it is imperative that they adapt to technological innovations. Within this framework, a Greek bank plans to enhance its payment services portfolio for retail customers by offering a new service for secure payments. Our main objective is to study customers' attitude towards the usage of the new service. We present the model as well as results from a relevant survey at a Greek bank's target users group. The study was executed upon a focus group of selected bank's customers, in order to measure attitude towards a new payment service, which will offer increased security on payments via Internet, and evaluate the approach towards a more advanced customer survey. Initial findings prove a positive relation between ease of use and actual usage of the new service.
METHODOLOGY
Technology Acceptance Model (TAM) was initially developed by Davis to provide an explanation of the determinants of computer acceptance. In general it is capable of explaining user behavior across a broad range of end-user computing technologies and user populations theoretically justified (Davis, 1989; 1993). TAM is based on the following core concepts:
* Perceived usefulness, which has been defined as a user's subjective perception of the ability of a computer to increase job performance when completing a task, and
* Perceived ease-of-use, which is a person's subjective perception of the effortlessness of a computer system, which affects the perceived usefulness thus...