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.

► Technology Acceptance Model (TAM) researchers should employ the two-stage version.
► This version separately measures adoption and usage.
► For both stages, new and efficient single-item measures are offered.
► Frequency counts and cross-tabulations are best for analyzing TAM findings.