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Research Article

Improving the Measurement of the Attitude Concept in TAM and the Explanatory Power of WWW Usage

Yang, Huidong1 · Kang, Sora2

1 Ewha Womans University, 2 Hoseo University

Published: January 2002 · Vol. 31, No. 4 · pp. 929-950
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Abstract

The original technology acceptance model (TAM) explains the personal psychological procedures in adopting office automation tools such as spreadsheet and word processors. The current study expands the application of TAM into the new computing environment - World Wide Web (WWW) on Internet. We paid special attention to a couple of issues: the operationalization of attitude construct and the comparison of office automation tool and WWW. Aligned with psychology literature, we distinguished between affective and cognitive attitude, and tested the influence of purifying attitude only with the affective measures in TAM. For the sake of diluting the sampling effect, we compared the usage of two different information technologies (spreadsheet and WWW) from the same sample. Using a structural equation modeling, we found that (a) separating the affective and cognitive components of the attitude construct produces a better model fit, and (b) WWW usage has different psychological mechanisms, whereas the past findings of TAM about office automation tool were repeated in our study.
Keywords: 태도개념사무자동화