Extending the technology acceptance model to account for social influence: theoretical bases and empirical validation

The Technology Acceptance Model (TAM) represents an important theoretical contribution toward understanding IS usage and IS acceptance behaviors. However, as noted by several IS researchers, TAM is incomplete in one important respect: it doesn't account for social influence in the adoption and utilization of new information systems. Davis (1986) and Davis et al. (1989) noted that it is important to account for subjective norm (SN), the construct denoting social influence. However, they observed that the conceptualization of SN based on TRA (Theory of Reasoned Action) has theoretical and psychometric problems. Specifically, they observed that it is difficult to distinguish if usage behavior is caused by the…