A theoretical acceptance model for computer-based communication media: Nine field studies

This research study develops and tests a theoretical acceptance model to explain users’ acceptance of computer-based communication media. The model, which is referred to as TAM_CCM, originated from the Technology Acceptance Model (TAM) and conforms to the context of Computer-based Communication Media (CCM). It explains perceived usefulness and actual system use in terms of system characteristics (information process support and facilitating conditions), social influence (subjective norm and rules on media use), and user characteristics (experience and computer self efficacy). The model was tested using empirical data collected at nine organizations (N = 425), of which four had media rules and five had no similar rules. The TAM_CCM model was strongly supported accounting for 74% of the variance in usefulness perceptions and up to 74% of the variance in behavior intention to use. System characteristics (information process support), social influence (subjective norm and rules on media use), and user experience significantly influenced user acceptance of computer-based communication media. These advanced theory findings on computer-based communication media adoption and the research approach contribute to future research aimed at incorporating the TAM into specific contexts.