Technology Acceptance Model (TAM) and Consumer Behaviour in Digital Product Adoption
DOI:
https://doi.org/10.5281/zenodo.20729525Keywords:
Technology Acceptance Model (TAM), Consumer Behavior, Digital Innovation, Technology Adoption, E-commerce, Digital Consumers, Perceived UsefulnessAbstract
The growth of technology has reached a very fast pace resulting in a shift in consumer behavior and upsurge in the number of people who use products and services that come in digital form like banking on the internet, shopping on the internet, social networks, Artificial intelligence, and electronic payments. This research paper will focus on the role of Technology Acceptance Model (TAM) in explaining consumer behavior towards digital product usage. The research pays attention to how consumer behavior is affected by perceived usefulness (PU) and perceived ease of use (PEOU). Moreover, it reviews the utilization of the TAM within different digital contexts and integration with behavioral theories like TPB, IDT, and UTAUT for good understanding the process of adopting digital goods and services. In addition, the limitations of the TAM are critically analyzed. These limitations include the oversimplification of consumer behavior, lack of consideration of emotional and social aspects of consumer behavior, rapid developments in technology, and cultural differences. According to this paper, modern consumers are influenced by factors other than PU and PEOU.
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Copyright (c) 2026 Pabbineedi, Dr. Aravindh Balan (Author)
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