Marketing research trends using technology acceptance model (TAM): a comprehensive review of researches (2002–2022)

AbstractThe technology acceptance model (TAM) is a widely accepted theoretical framework that explains how users accept and use technology. TAM has been applied in various marketing contexts to explain consumer behavior toward new technological products and services. By understanding how consumers perceive their products’ usefulness and ease of use, marketers can design effective marketing strategies that maximize consumer adoption and usage rates. This paper provides a comprehensive review of using TAM in marketing development. First, a metadata analysis was conducted by adopting 1089 papers from the Scopus database to review previous works in TAM and marketing. Second, a descriptive bibliometric analysis was…