Literature Review

Theory
 Theory
• Theory is a proposition, definitions or interrelated concepts which
help to explain or predict an event/situations by demonstrating the
relations among variables.
• Theories must be able to explain and predict logic.
• Understanding the differences between ‘Grand theory’ and ‘Mid-
ranged theory’.
• Example of grand theory are such as ‘Gravity Theory’.
• Example of mid-ranged theory are such Technology Acceptance
Studies there are many theories such as Theory of Reasoned Action
(TRA), Technology Acceptance Model (TAM), Theory of Planned
Behavior (TPB), Diffusion of Innovation (DOI), TAM model 2 (TAM2)
and the Unified Theory of Acceptance and Use of Technology
(UTAUT) (Leong et al., 2013).
 Theory
• Grand theory
Theory
 Theory

Figure 2: Theory of Planned Behavior (Ajzen, 1985, 1991)

 Theory

Figure 3: Unified Acceptance and Use of Technology (Venkatesh et al., 2003)

Figure 4: Technology Acceptance Model 3 (Venkatesh and Bala, 2008)

 Theory

Many conduct a proposal without elaborating on the theory.

It is important for you to explain on the theory and how
has your research contributed to the existing
theory/related to your exogenous constructs. Ideally, the
author should relate the exogenous constructs with the
relevant theory and critique how the theoretical model
can contribute to the existing theory.
 Theory

How many theory(s) do you know?

 Theory
• Adaptive expectation theory
• Ambivalence theory
• Attitude functions theory
• Belongingness theory
• Brand trust
• Co-creation
• Cognitive dissonance theory
• Cognitive fit theory
• Competency-capability
• Construct level theory
• Corrective IT use behaviors - could be suitable for M-Switching for m-payment among the elderly
• Delone and McLean IS success model
• Demand-ability fit
• DiMaggio and Powell’s institutional theory
• Dimensional theory of emotion, schema theory
• Environmental psychology perspective
• Epistemic motivation
• Ethical value
• Expectancy-value-cost theory
• Expectation confirmation theory
• Expected confirmation theory
• Flow theory
• Forced adoption
• Habit theory
• Hedonic motivation
• Identity theory
 Theory
• Where can you find the theory?
 Theory
• Where can you find the theory?
 Theory

How many theory(s) for your thesis?

Theory
 Theory
• Definition of the theory
• Show the model
• Explain on the theory
• History and evolution of the theory
• The applicability of the theory in different contexts
• The integration/application of theory in your research area
• Strength of the theory
• Limitation of the theory
 Theory
• Definition of the theory

Technology Acceptance Model (TAM) was proposed by Davis (1986)

based on his doctorate thesis which described the IS theory that
models the consumers’ acceptance of new technology. Specifically,
the model provides explanation on how an action is affected by the
behavior of the consumer. The model initially proposed that external
stimulus such as actual system features and capabilities predicts
user motivation which in turn explained actual system use.

• Show the model

 Theory
Explain on the theory

• PU is defined as "the degree to which a person believes that using a particular

system would enhance his or her job performance" (Davis, 1989, p.320). The
construct refers to the perception that the specific technology will enable the
user to be more efficient such as time savings associate with the choice of
usage as compared to another. On the other hand, PEOU is defined as "the
degree to which a person believes that using a particular system would be free
of effort" (Davis, 1989, p.320). The term captures the user's expectation on the
potential effort required to use the technology. In other words, the individual’s
adoption of technology can be explained by the perception of simplicity and
usefulness of the technology. TAM also predicts that PEOU positively influence
PU but not vice versa. According to Davis et al., (1989, p. 987) "effort saved due
to the improved PEOU may be redeployed, enabling a person to accomplish
more work for the same effort". Findings so far indicated that PU and PEOU are
strongly interrelated to one another (Horton et al., 2001). Nysveen, Pederson
and Thorbjornsen (2005a) found that PEOU have profound effects the formation
of PU within the context of mobile technology
 Theory
• History and evolution of the theory

• The first variation indicates that TAM did not consider SN in the prediction of
a person actual behavior. Davis (1989) explained that SN was not the least
understood aspect of TRA and thus he was uncertain on the theoretical
status. He also mentioned that the conceptualization of SN has weak
theoretical and psychometric results. Davis and Venkatesh (1996) further
modified TAM by removing ATU as it was viewed as weak predictor. This
was done after findings indicated that PEOU and PU exert a strong impact
on BI, thus removing the necessary for the attitude construct from the
model. The theory has been extended to TAM 2 and TAM 3 in recent years.
 Theory
• The applicability of the theory in different contexts

• The study on TAM has been empirically replicated, validated

and applied to forecast a host of IS adoption studies. TAM for
example been applied in the study of mobile banking
technologies (Mortimer et al., 2015). Their findings using 1758
respondents from Thailand using structural equation modelling
(SEM) supported on the applicability of TAM in the banking
industry.
 Theory
• The integration of theory in your research area

• TAM for example has been applied in the study of mobile tourism (Mortimer
et al., 2015). Their findings using 1,758 respondents from Thailand using
SEM supported on the applicability of TAM in the tourism and hospitality
industry.

• Strength of the theory

• Hu et al., (1999) added that TAM has been a found as a reliable, consistent,
powerful and valid model with supporting data in justifying and predicting
individual’s acceptance of new technologies. In addition, Tang and Hsiao
(2016) reported that the popularity of TAM was due to its generalizability
whereby the model is applicable to predict acceptance and usage of new
IT/IS in different settings
 Theory
• Limitation of the theory

• The model has also been criticized in respect of the one-dimensional acceptance construct, the
intention-behavior linkage that is insufficiently validated and over-simplifying on the acceptance
definition (Bagozzi, 2007). Bagozzi (2007, p. 244) further explain they have yet to “deepen TAM
in the sense of explaining PU and PEU, re-conceptualizing existing variables in the model, or
introducing new variables explaining how the existing variables produce the effects they do".

• Priyanka and Kumar (2013) critized on the reliability of TAM as the model was tested using self-
reported data which are subjective in nature. Wu (2011) reported that the model uses self-
reports on future behavior rather than using actual behavior as measurement. A recent paper
from Rondan-Cataluña, Arenas-Gaitán and Ramírez-Correa (2015) reported that the
relationships between the variables are assumed as linear. The authors added that using non-
linear relationship via new structural equation modelling approach may yield different result.
 Literature Review Software
(https://www.scholarcy.com/)
 Literature Review Software
(https://www.scholarcy.com/)
 Literature Review Software
(https://www.scholarcy.com/)
 Literature Review Software
(https://www.scholarcy.com/)
 Literature Review Software
(https://www.scholarcy.com/)
 Literature Review Software
(https://www.scholarcy.com/)
 Literature Review Software
(https://www.scholarcy.com/)