Using technology acceptance models for product development

Abstract

Since its development, the technology acceptance model (TAM) has been adapted for a multitude of different technologies and has proven very useful in a research context. These TAM adaptations are, however, less appropriate in product development since they do not contribute much to guide design and branding. We have revised the original TAM with the specific aim of application during new product development (NPD) and applied this model in a study on the acceptance of smart payment cards. The results provide helpful insights into the relevance of different potential benefits, suggesting that usefulness perception is most impacted by increased convenience, improved transaction overview and usage fun. Further, the model suggests that a good fit with who we are, rather than who we wish to be or feel we ought to be, is of special importance for usage intention. The application of NPDTAM in product development can be recommended.