I want to understand how social media was accepted by an organisation regarding the "classical" TAM model (Davis, 1989) in qualitative way. I understood from the literature review that most studies used TAM were conducted in the quantitative paradigm.
However, because my sample size is small a quantitative approach is not an appropriate choice. Instead I have in mind to conduct focus groups with a topic guide related to the original TAM questions (Davis, 1989).
Literature:
Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319. https://doi.org/10.2307/249008
Hello Roland,
This is a Master's thesis, but I wondered if there is anything that could help your question:
Stewart L (2011) Technology Acceptance in Organizations
https://core.ac.uk/download/pdf/10653187.pdf
This might also be of interest:
Vogelsang K, Steinhüser M, Hoppe U (2013) A Qualitative Approach to Examine Technology Acceptance
https://pdfs.semanticscholar.org/15b4/161b13f5fad118566ab0883d9eaea143a64c.pdf
This was a question from about a year ago:
https://www.researchgate.net/post/Are_there_qualitative_interviews_examining_TAM-Factors
Very best wishes,
Mary
Does anybody used the TAM (Technology Acceptance Model) in a qualitative way (for instance focus group)?
Agreed many TAM related research are quantitative-based. But whether to use quantitative or qualitative research is depending on your research problem, research objective or conceptual framework. If you want to move from quantitative to qualitative due to inadequate sample size, then you might also need to reconsider / adjust your research problem, objective, conceptual framework etc. One avenue to do so is pickup one / some of the constructs e.g. perceived usefulness, perceived ease of us, attitude towards using etc. to investigate further why & how these constructs related to actual usage of social media by an organization. Alternatively, depending on your sample size of the respondents e.g. if you only have around 30-50 respondents, you can also consider mixed method's sequential explanatory study i.e. conduct a quantitative research first, then deep dive into certain significant / insignificant constructs via qualitative research to find out why or why not etc. - think this is also a form of knowledge contribution.
What is your plan to use TAM as qualitative data? Are you going to ask the focus group every question on the TAM questionnaire? Are you going to use only a few questions, but explore them in more detail?
You may need to say that your methodology is "based on", "adapted from" or "inspired by" the TAM questionnaire.
Dear Michael W. Marek
They idea is not to use every question from the TAM questionnaire rather to adapt them regarding social media acceptance. Additionally, there is also an aim to understand in more in-depth why the technology was accepted or rejected. In saying this I also want to understand better the influences on the micro and organisational level on the social media acceptance.
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