{"id":72611,"date":"2020-11-13T17:30:00","date_gmt":"2020-11-13T17:30:00","guid":{"rendered":"http:\/\/www.smartinsights.com\/?p=72611"},"modified":"2023-07-18T13:51:48","modified_gmt":"2023-07-18T12:51:48","slug":"digital-marketing-models-technology-acceptance-model","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/manage-digital-transformation\/digital-transformation-strategy\/digital-marketing-models-technology-acceptance-model\/","title":{"rendered":"Digital Marketing Models: The Technology Acceptance Model"},"content":{"rendered":"<h2>A strategic digital marketing model of technology acceptance for those looking to bring about digital transformation<\/h2>\n<p>The Technology Acceptance Model (TAM) is designed to measure the adoption of new technology based on customer attitudes.<\/p>\n<p>TAM is largely credited to Fred Davis in 1986, when he was part of the Computer and Information Systems, Graduate School of Business Administration at the University of Michigan in the US. Although there are now many variations of the model, <a href=\"https:\/\/www.researchgate.net\/figure\/Original-Technology-Acceptance-Model-Davis-1986_fig5_317412296\" target=\"_blank\" rel=\"noopener noreferrer\">the original Technology Acceptance Model<\/a> is agreed as the following:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-157687 size-large\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2020\/11\/Original-Technology-Acceptance-Model-Davis-1986-700x353.png\" alt=\"Original-Technology-Acceptance-Model-Davis-1986\" width=\"640\" height=\"323\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2020\/11\/Original-Technology-Acceptance-Model-Davis-1986-700x353.png 700w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2020\/11\/Original-Technology-Acceptance-Model-Davis-1986-550x278.png 550w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2020\/11\/Original-Technology-Acceptance-Model-Davis-1986-150x76.png 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2020\/11\/Original-Technology-Acceptance-Model-Davis-1986-768x388.png 768w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2020\/11\/Original-Technology-Acceptance-Model-Davis-1986-250x126.png 250w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2020\/11\/Original-Technology-Acceptance-Model-Davis-1986.png 850w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/p>\n<p>This was at a time when computers were being introduced into the workplace and Davis was looking for a way to predict and explain system use both for vendors and IT managers.<\/p>\n<p><span style=\"font-weight: 400;\"><div class='postauthor si-guide-block'>\n                <div class='col-md-2 col-sm-12 si-icon-holder'>\n                    <a target='_blank' href='https:\/\/www.smartinsights.com\/guides\/digital-marketing-plan-template\/'>\n                  <img src='https:\/\/www.smartinsights.com\/wp-content\/uploads\/2011\/05\/Digital-marketing-planning-template-guide-cover-creator-pdf-106x150.jpg' alt='Free digital marketing plan template'>\n                    <\/a>\n                <\/div>\n                <div class='col-md-10 col-sm-12'>\n                    <p><strong>Free digital marketing plan template<\/strong><\/p>\n                    <p>Our popular marketing planning template is structured across the Smart Insights RACE Framework. Join Smart Insights as a Free Member to download our digital marketing plan template today<\/p>\n                    <p>Access the <a target='_blank' href='https:\/\/www.smartinsights.com\/guides\/digital-marketing-plan-template\/'>Free digital marketing plan template<\/a><\/p>\n                <\/div>\n            <\/div><\/span><\/p>\n<p>TAM states that the success of the new technology adoption is based on positive attitudes towards two measures:<\/p>\n<ul>\n<li>Perceived usefulness<\/li>\n<li>Perceived ease of use<\/li>\n<\/ul>\n<p>Its foundations lie further back in time when Ajzen and Fishbein (1980) developed the \u2018Theory of Reasoned Action\u2019, but Davis wanted an easier to use model, to look at technology at work.<\/p>\n<p>Recognized as a leading model in explaining users\u2019 behaviour towards technology, many researchers have subsequently developed and extended this model, creating more complicated versions, but the original model is still used and widely recognized.<\/p>\n<p>This model was a forerunner of measuring user experience and the questions applied in the original study are still valid today.<\/p>\n<p><a href=\"https:\/\/www.smartinsights.com\/manage-digital-transformation\/digital-transformation-strategy\/digital-marketing-models-technology-acceptance-model\/attachment\/screen-shot-2016-04-19-at-13-15-42\/\" rel=\"attachment wp-att-72614\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-72614 size-full\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2016\/06\/Screen-Shot-2016-04-19-at-13.15.42.png\" alt=\"technology acceptance model \" width=\"542\" height=\"252\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2016\/06\/Screen-Shot-2016-04-19-at-13.15.42.png 542w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2016\/06\/Screen-Shot-2016-04-19-at-13.15.42-150x70.png 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2016\/06\/Screen-Shot-2016-04-19-at-13.15.42-250x116.png 250w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2016\/06\/Screen-Shot-2016-04-19-at-13.15.42-100x46.png 100w\" sizes=\"(max-width: 542px) 100vw, 542px\" \/><\/a><\/p>\n<p class=\"p1\"><span style=\"font-weight: 400;\"><div class='postauthor si-guide-block'>\n                <div class='col-md-2 col-sm-12 si-icon-holder'>\n                    <a target='_blank' href='https:\/\/www.smartinsights.com\/guides\/digital-marketing-plan-template\/'>\n                  <img src='https:\/\/www.smartinsights.com\/wp-content\/uploads\/2011\/05\/Digital-marketing-planning-template-guide-cover-creator-pdf-106x150.jpg' alt='Free digital marketing plan template'>\n                    <\/a>\n                <\/div>\n                <div class='col-md-10 col-sm-12'>\n                    <p><strong>Free digital marketing plan template<\/strong><\/p>\n                    <p>Our popular marketing planning template is structured across the Smart Insights RACE Framework. Join Smart Insights as a Free Member to download our digital marketing plan template today<\/p>\n                    <p>Access the <a target='_blank' href='https:\/\/www.smartinsights.com\/guides\/digital-marketing-plan-template\/'>Free digital marketing plan template<\/a><\/p>\n                <\/div>\n            <\/div><\/span><\/p>\n<p>Adaptations of the model have also been made to address 'variance in individuals' intention use the new technology system', such as the <a href=\"https:\/\/www.researchgate.net\/figure\/Original-Technology-Acceptance-Model-However-TAM-explains-that-around-40-of-the_fig1_264824278\" target=\"_blank\" rel=\"noopener noreferrer\">Venkatesh and Bala, 2008 model<\/a>:<\/p>\n<blockquote><p>\"Venkatesh and Davis (2000) extended the original TAM model to explain Perceived Usefulness and usage intentions in terms of Social Influence and cognitive instrumental processes (Subjective Norm, Image, Job Relevance, Output Quality and Result Demonstrability), but they omitted ATU.\"<\/p><\/blockquote>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-157689 size-large\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2020\/11\/Venkatest-Bala-TAM-700x382.png\" alt=\"Venkatest Bala TAM\" width=\"640\" height=\"349\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2020\/11\/Venkatest-Bala-TAM-700x382.png 700w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2020\/11\/Venkatest-Bala-TAM-550x300.png 550w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2020\/11\/Venkatest-Bala-TAM-150x82.png 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2020\/11\/Venkatest-Bala-TAM-250x136.png 250w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2020\/11\/Venkatest-Bala-TAM.png 724w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/p>\n<p>This model can be used when considering rolling out a new piece of technology to the whole business, after an initial trial. Conduct surveys of staff to ascertain the perceived usefulness and perceived ease of use. Rating answers on the scale below, you can build a score for each value, and then use this to evaluate your staff's overall attitude towards the technology.<\/p>\n<p><a href=\"https:\/\/www.smartinsights.com\/manage-digital-transformation\/digital-transformation-strategy\/digital-marketing-models-technology-acceptance-model\/attachment\/screen-shot-2016-04-19-at-13-36-32\/\" rel=\"attachment wp-att-72617\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-72617 size-full\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2016\/06\/Screen-Shot-2016-04-19-at-13.36.32.png\" alt=\"technology acceptance model\" width=\"607\" height=\"83\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2016\/06\/Screen-Shot-2016-04-19-at-13.36.32.png 607w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2016\/06\/Screen-Shot-2016-04-19-at-13.36.32-150x21.png 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2016\/06\/Screen-Shot-2016-04-19-at-13.36.32-550x75.png 550w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2016\/06\/Screen-Shot-2016-04-19-at-13.36.32-250x34.png 250w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2016\/06\/Screen-Shot-2016-04-19-at-13.36.32-100x14.png 100w\" sizes=\"(max-width: 607px) 100vw, 607px\" \/><\/a><\/p>\n<p>For example, the questions below could be used to ascertain the value of Google+ (below) or <a href=\"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/17505931111187767\/full\/html\" target=\"_blank\" rel=\"noopener noreferrer\">other social networks<\/a> to your marketing team.<\/p>\n<p><a href=\"https:\/\/www.smartinsights.com\/manage-digital-transformation\/digital-transformation-strategy\/digital-marketing-models-technology-acceptance-model\/attachment\/screen-shot-2016-04-19-at-13-38-20\/\" rel=\"attachment wp-att-72618\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-72618 size-full\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2016\/06\/Screen-Shot-2016-04-19-at-13.38.20.png\" alt=\"google + ease of use technology acceptance\" width=\"612\" height=\"413\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2016\/06\/Screen-Shot-2016-04-19-at-13.38.20.png 612w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2016\/06\/Screen-Shot-2016-04-19-at-13.38.20-150x101.png 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2016\/06\/Screen-Shot-2016-04-19-at-13.38.20-550x371.png 550w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2016\/06\/Screen-Shot-2016-04-19-at-13.38.20-250x169.png 250w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2016\/06\/Screen-Shot-2016-04-19-at-13.38.20-100x67.png 100w\" sizes=\"(max-width: 612px) 100vw, 612px\" \/><\/a><\/p>\n<p>The Technology Acceptance Model is a good foundation for creating a new web portal, especially in the B2B area. Many companies organize login areas for clients to enable online order processing. Using TAM ensures you can create a more useful and easier to use system than your competitors.<\/p>\n<p><span style=\"font-weight: 400;\"><div class='postauthor si-guide-block'>\n                <div class='col-md-2 col-sm-12 si-icon-holder'>\n                    <a target='_blank' href='https:\/\/www.smartinsights.com\/guides\/digital-marketing-plan-template\/'>\n                  <img src='https:\/\/www.smartinsights.com\/wp-content\/uploads\/2011\/05\/Digital-marketing-planning-template-guide-cover-creator-pdf-106x150.jpg' alt='Free digital marketing plan template'>\n                    <\/a>\n                <\/div>\n                <div class='col-md-10 col-sm-12'>\n                    <p><strong>Free digital marketing plan template<\/strong><\/p>\n                    <p>Our popular marketing planning template is structured across the Smart Insights RACE Framework. Join Smart Insights as a Free Member to download our digital marketing plan template today<\/p>\n                    <p>Access the <a target='_blank' href='https:\/\/www.smartinsights.com\/guides\/digital-marketing-plan-template\/'>Free digital marketing plan template<\/a><\/p>\n                <\/div>\n            <\/div><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A strategic digital marketing model of technology acceptance for those looking to bring about digital transformation The Technology Acceptance Model (TAM) is designed to measure the adoption of new technology based on customer attitudes. TAM is largely credited to Fred &hellip;..<\/p>\n","protected":false},"author":137918,"featured_media":157689,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_glsr_average":0,"_glsr_ranking":0,"_glsr_reviews":0,"footnotes":""},"categories":[967],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Technology Acceptance Model | Smart Insights<\/title>\n<meta name=\"description\" content=\"A strategic digital marketing model of technology acceptance within digital transformation: The Technology Acceptance Model\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.smartinsights.com\/manage-digital-transformation\/digital-transformation-strategy\/digital-marketing-models-technology-acceptance-model\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Technology Acceptance Model | Smart Insights\" \/>\n<meta property=\"og:description\" content=\"A strategic digital marketing model of technology acceptance within digital transformation: The Technology Acceptance Model\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.smartinsights.com\/manage-digital-transformation\/digital-transformation-strategy\/digital-marketing-models-technology-acceptance-model\/\" \/>\n<meta property=\"og:site_name\" content=\"Smart Insights\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/smartinsights\" \/>\n<meta property=\"article:published_time\" content=\"2020-11-13T17:30:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-07-18T12:51:48+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2020\/11\/Venkatest-Bala-TAM.png\" \/>\n\t<meta property=\"og:image:width\" content=\"724\" \/>\n\t<meta property=\"og:image:height\" content=\"395\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Robert Allen\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@smartinsights\" \/>\n<meta name=\"twitter:site\" content=\"@smartinsights\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Robert Allen\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.smartinsights.com\/manage-digital-transformation\/digital-transformation-strategy\/digital-marketing-models-technology-acceptance-model\/\",\"url\":\"https:\/\/www.smartinsights.com\/manage-digital-transformation\/digital-transformation-strategy\/digital-marketing-models-technology-acceptance-model\/\",\"name\":\"The Technology Acceptance Model | Smart Insights\",\"isPartOf\":{\"@id\":\"https:\/\/www.smartinsights.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.smartinsights.com\/manage-digital-transformation\/digital-transformation-strategy\/digital-marketing-models-technology-acceptance-model\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.smartinsights.com\/manage-digital-transformation\/digital-transformation-strategy\/digital-marketing-models-technology-acceptance-model\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2020\/11\/Venkatest-Bala-TAM.png\",\"datePublished\":\"2020-11-13T17:30:00+00:00\",\"dateModified\":\"2023-07-18T12:51:48+00:00\",\"author\":{\"@id\":\"https:\/\/www.smartinsights.com\/#\/schema\/person\/d93940884b3570ab2a03f53183c02c12\"},\"description\":\"A strategic digital marketing model of technology acceptance within digital transformation: The Technology Acceptance Model\",\"breadcrumb\":{\"@id\":\"https:\/\/www.smartinsights.com\/manage-digital-transformation\/digital-transformation-strategy\/digital-marketing-models-technology-acceptance-model\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.smartinsights.com\/manage-digital-transformation\/digital-transformation-strategy\/digital-marketing-models-technology-acceptance-model\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.smartinsights.com\/manage-digital-transformation\/digital-transformation-strategy\/digital-marketing-models-technology-acceptance-model\/#primaryimage\",\"url\":\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2020\/11\/Venkatest-Bala-TAM.png\",\"contentUrl\":\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2020\/11\/Venkatest-Bala-TAM.png\",\"width\":724,\"height\":395,\"caption\":\"Venkatest Bala TAM\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.smartinsights.com\/manage-digital-transformation\/digital-transformation-strategy\/digital-marketing-models-technology-acceptance-model\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.smartinsights.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Digital Marketing Models: The Technology Acceptance Model\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.smartinsights.com\/#website\",\"url\":\"https:\/\/www.smartinsights.com\/\",\"name\":\"Smart Insights\",\"description\":\"Digital Marketing &gt; The Marketing Strategy Blog\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.smartinsights.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.smartinsights.com\/#\/schema\/person\/d93940884b3570ab2a03f53183c02c12\",\"name\":\"Robert Allen\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.smartinsights.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/9495aa1cabe08522649fc7335a405d2f?s=96&d=identicon&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/9495aa1cabe08522649fc7335a405d2f?s=96&d=identicon&r=g\",\"caption\":\"Robert Allen\"},\"description\":\"Rob Allen is Marketing Manager for\u00a0Numiko, a digital agency that design and build websites for purpose driven organisations, such as the Science Museum Group, Cancer Research UK, University of London and the Electoral Commission. Rob was blog editor at Smart Insights from 2015-2017. You can\u00a0follow Rob on LinkedIn.\",\"sameAs\":[\"http:\/\/www.smartinsights.com\"],\"url\":\"https:\/\/www.smartinsights.com\/author\/robert-allen\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"The Technology Acceptance Model | Smart Insights","description":"A strategic digital marketing model of technology acceptance within digital transformation: The Technology Acceptance Model","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.smartinsights.com\/manage-digital-transformation\/digital-transformation-strategy\/digital-marketing-models-technology-acceptance-model\/","og_locale":"en_US","og_type":"article","og_title":"The Technology Acceptance Model | Smart Insights","og_description":"A strategic digital marketing model of technology acceptance within digital transformation: The Technology Acceptance Model","og_url":"https:\/\/www.smartinsights.com\/manage-digital-transformation\/digital-transformation-strategy\/digital-marketing-models-technology-acceptance-model\/","og_site_name":"Smart Insights","article_publisher":"https:\/\/www.facebook.com\/smartinsights","article_published_time":"2020-11-13T17:30:00+00:00","article_modified_time":"2023-07-18T12:51:48+00:00","og_image":[{"width":724,"height":395,"url":"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2020\/11\/Venkatest-Bala-TAM.png","type":"image\/png"}],"author":"Robert Allen","twitter_card":"summary_large_image","twitter_creator":"@smartinsights","twitter_site":"@smartinsights","twitter_misc":{"Written by":"Robert Allen","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.smartinsights.com\/manage-digital-transformation\/digital-transformation-strategy\/digital-marketing-models-technology-acceptance-model\/","url":"https:\/\/www.smartinsights.com\/manage-digital-transformation\/digital-transformation-strategy\/digital-marketing-models-technology-acceptance-model\/","name":"The Technology Acceptance Model | Smart Insights","isPartOf":{"@id":"https:\/\/www.smartinsights.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.smartinsights.com\/manage-digital-transformation\/digital-transformation-strategy\/digital-marketing-models-technology-acceptance-model\/#primaryimage"},"image":{"@id":"https:\/\/www.smartinsights.com\/manage-digital-transformation\/digital-transformation-strategy\/digital-marketing-models-technology-acceptance-model\/#primaryimage"},"thumbnailUrl":"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2020\/11\/Venkatest-Bala-TAM.png","datePublished":"2020-11-13T17:30:00+00:00","dateModified":"2023-07-18T12:51:48+00:00","author":{"@id":"https:\/\/www.smartinsights.com\/#\/schema\/person\/d93940884b3570ab2a03f53183c02c12"},"description":"A strategic digital marketing model of technology acceptance within digital transformation: The Technology Acceptance Model","breadcrumb":{"@id":"https:\/\/www.smartinsights.com\/manage-digital-transformation\/digital-transformation-strategy\/digital-marketing-models-technology-acceptance-model\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.smartinsights.com\/manage-digital-transformation\/digital-transformation-strategy\/digital-marketing-models-technology-acceptance-model\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.smartinsights.com\/manage-digital-transformation\/digital-transformation-strategy\/digital-marketing-models-technology-acceptance-model\/#primaryimage","url":"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2020\/11\/Venkatest-Bala-TAM.png","contentUrl":"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2020\/11\/Venkatest-Bala-TAM.png","width":724,"height":395,"caption":"Venkatest Bala TAM"},{"@type":"BreadcrumbList","@id":"https:\/\/www.smartinsights.com\/manage-digital-transformation\/digital-transformation-strategy\/digital-marketing-models-technology-acceptance-model\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.smartinsights.com\/"},{"@type":"ListItem","position":2,"name":"Digital Marketing Models: The Technology Acceptance Model"}]},{"@type":"WebSite","@id":"https:\/\/www.smartinsights.com\/#website","url":"https:\/\/www.smartinsights.com\/","name":"Smart Insights","description":"Digital Marketing &gt; The Marketing Strategy Blog","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.smartinsights.com\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/www.smartinsights.com\/#\/schema\/person\/d93940884b3570ab2a03f53183c02c12","name":"Robert Allen","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.smartinsights.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/9495aa1cabe08522649fc7335a405d2f?s=96&d=identicon&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/9495aa1cabe08522649fc7335a405d2f?s=96&d=identicon&r=g","caption":"Robert Allen"},"description":"Rob Allen is Marketing Manager for\u00a0Numiko, a digital agency that design and build websites for purpose driven organisations, such as the Science Museum Group, Cancer Research UK, University of London and the Electoral Commission. Rob was blog editor at Smart Insights from 2015-2017. You can\u00a0follow Rob on LinkedIn.","sameAs":["http:\/\/www.smartinsights.com"],"url":"https:\/\/www.smartinsights.com\/author\/robert-allen\/"}]}},"_links":{"self":[{"href":"https:\/\/www.smartinsights.com\/wp-json\/wp\/v2\/posts\/72611"}],"collection":[{"href":"https:\/\/www.smartinsights.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.smartinsights.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.smartinsights.com\/wp-json\/wp\/v2\/users\/137918"}],"replies":[{"embeddable":true,"href":"https:\/\/www.smartinsights.com\/wp-json\/wp\/v2\/comments?post=72611"}],"version-history":[{"count":6,"href":"https:\/\/www.smartinsights.com\/wp-json\/wp\/v2\/posts\/72611\/revisions"}],"predecessor-version":[{"id":166544,"href":"https:\/\/www.smartinsights.com\/wp-json\/wp\/v2\/posts\/72611\/revisions\/166544"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.smartinsights.com\/wp-json\/wp\/v2\/media\/157689"}],"wp:attachment":[{"href":"https:\/\/www.smartinsights.com\/wp-json\/wp\/v2\/media?parent=72611"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.smartinsights.com\/wp-json\/wp\/v2\/categories?post=72611"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.smartinsights.com\/wp-json\/wp\/v2\/tags?post=72611"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}