C-OAR-SE-Based Single-Item Measures for the Two-Stage Technology Acceptance Model

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.

[1]  Scott B. MacKenzie,et al.  Common method biases in behavioral research: a critical review of the literature and recommended remedies. , 2003, The Journal of applied psychology.

[2]  E. Rogers.  Diffusion of Innovations , 1962 .

[3]  John R. Rossiter,et al.  The C-OAR-SE procedure for scale development in marketing , 2002 .

[4]  Rajeev Sharma,et al.  Estimating the effect of common method variance: the method-method pair technique with an illustration from TAM research , 2009 .

[5]  J. Rossiter,et al.  The Predictive Validity of Multiple-Item versus Single-Item Measures of the Same Constructs , 2007 .

[6]  Scott B. MacKenzie,et al.  Working memory: theories, models, and controversies. , 2012, Annual review of psychology.

[7]  Fred D. Davis.  Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology , 1989, MIS Q..

[8]  Viswanath Venkatesh,et al.  Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model , 2000, Inf. Syst. Res..

[9]  Gordon B. Davis,et al.  User Acceptance of Information Technology: Toward a Unified View , 2003, MIS Q..

[10]  Viswanath Venkatesh,et al.  Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology , 2012, MIS Q..

[11]  John R. Rossiter,et al.  The Importance of Choosing One Good Item for Single-Item Measures of Attitude towards the Ad and Attitude towards the Brand and Its Generalization to All Measures , 2009 .

[12]  John R. Rossiter,et al.  Measurement for the Social Sciences: The C-OAR-SE Method and Why It Must Replace Psychometrics , 2010 .

[13]  Tammo H. A. Bijmolt,et al.  Generalizations on Consumer Innovation Adoption: A Meta-Analysis on Drivers of Intention and Behavior , 2011 .

[14]  Jacob Cohen.  Statistical Power Analysis for the Behavioral Sciences , 1969, The SAGE Encyclopedia of Research Design.

[15]  Naresh K. Malhotra,et al.  Common Method Variance in IS Research: A Comparison of Alternative Approaches and a Reanalysis of Past Research , 2006, Manag. Sci..

[16]  Fred D. Davis,et al.  User Acceptance of Computer Technology: A Comparison of Two Theoretical Models , 1989 .

[17]  John R. Rossiter,et al.  Marketing measurement revolution: the C-OAR-SE method and why it must replace psychometrics , 2011 .