Technology Acceptance Model (TAM)

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Table of contents

1 INTRODUCTION
1.1 Background
1.2 Problem Formulation
1.3 Purpose
1.4 Delimitations
1.5 Contribution to Theory & Practice
2 LITERATURE REVIEW
2.1 Approach to Literature review
2.2 Overview of Wearable Technologies
2.2.1 Benefits for Consumers
2.2.2 Benefits for Society
2.3 Smartwatches
2.4 Smartwatches on the German Market
2.5 Theoretical Background & Research Model
2.5.1 Introduction
2.5.2 Technology Acceptance Model (TAM)
2.5.2.1 UTAUT & UTAUT2
2.5.2.2 TAM’s need for Extension – Hedonic Aspects
2.5.3 Theory of Planned Behavior (TPB)
2.5.4 Research Framework and Hypotheses Development
2.5.4.1 Perceived Usefulness (PU)
2.5.4.2 Perceived Ease of Use (PEU)
2.5.4.3 Perceived Enjoyment (PE)
2.5.4.4 Design Aesthetics (DA)
2.5.4.5 Attitude towards Using
2.5.4.6 Subjective Norm (SN)
2.5.4.7 Perceived Behavioral Control (PBC)
2.5.4.8 Behavioral / Purchase Intention
3 METHODOLOGY
3.1 Research Philosophy
3.2 Research Approach
3.3 Research Purpose
3.4 Research Design and Research Strategy
3.5 Data Collection Method
3.6 Survey Design
3.7 Population and Sampling
3.8 Analyses of Data
3.9 Limitations of Methodology
3.10 Reliability and Validity
3.10.1 Reliability
3.10.2 Validity
3.10.3 Pilot Testing
3.11 Ethical Considerations
4 EMPIRICAL FINDINGS
4.1 Demographic Sample
4.2 Descriptive Statistics
4.3 Reliability Analysis
4.4 Factor Analysis
4.5 Hypotheses Testing
4.5.1 Correlation Analysis
4.5.1.1 Hypothesis 1
4.5.1.2 Hypotheses 2a & 2b
4.5.1.3 Hypotheses 3a & 3b
4.5.1.4 Hypotheses 4a & 4b
4.5.1.5 Hypothesis 5
4.5.1.6 Hypothesis 6
4.5.1.7 Hypothesis 7
4.5.2 Multiple Regression Analysis
4.5.2.1 Introduction
4.5.2.2 Hypotheses 1, 2b, 3b & 4b
4.5.2.3 Hypotheses 2a & 3a
4.5.2.4 Hypothesis 4a
4.5.2.5 Hypotheses 5, 6 & 7
5 DISCUSSION
5.1 Attitude towards Using
5.1.1 Perceived Usefulness
5.1.2 Perceived Ease of Use
5.1.3 Perceived Enjoyment
5.1.4 Design Aesthetics
5.2 Purchase Intention
5.2.1 Attitude towards Using
5.2.2 Subjective Norm
5.2.3 Perceived Behavioral Control
6 CONCLUSION
6.1 Research Question
6.2 Theoretical Implications
6.3 Managerial Implications
6.4 Social and Ethical Issues of Smartwatches
6.5 Limitations
6.6 Future Research
REFERENCES
APPENDIX
Appendix 1: Article Search
Appendix 2: Theory of Reasoned Action (TRA)
Appendix 3: UTAUT & UTAUT2
Appendix 4: Survey English
Appendix 5: Survey German
Appendix 6: Frequency Tables
Appendix 7: Normal Probability Plots & Scatterplots