A Qualitative Case Study for Technology Acceptance Using TAM and the Kübler-Ross Models

A Qualitative Case Study for Technology Acceptance Using TAM and the Kübler-Ross Models

Benjamin Sotelo (Colorado Technical University, USA) and Richard Alan Livingood (Colorado Technical University, USA)
DOI: 10.4018/978-1-5225-5201-7.ch029


This study was an investigation of interactions based on the existing research, including the Technology Acceptance Model (TAM) (Davis, 1986) and The Kübler-Ross model for grieving and acceptance of dying that addresses emotional transitions of terminally ill patients. As obvious as this connection may be, there is little research that has been presented to analyze the human acceptance process related to other models of acceptance. Nor has there been an analysis of the technology acceptance experience from an emotional, cognitive perspective. This study produced themes that address the process for acceptance at an individual level. Themes associated with technology acceptance included force, emotions triggered by interaction with technology, how technology was introduced and relationships with those that introduced it, organic acceptance, cost associated with use, small wins learning to use the technology, societal perspectives, avoidability behaviors, social adoption, supported infrastructure, loss of freedom, finality and rejection, dependency, euphoria, and anxiety with use.
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Background Of Study

The purpose of this study provides an analysis of technology acceptance through the use of the TAM providing the perspective of the end user experience based on the Kübler-Ross model for acceptance, originally developed to understand the acceptance of death and dying. The researcher identified that there was a gap in the literature between the acceptance of technology and the emotional journey of the end user to achieve acceptance. The researcher proposed a qualitative case study that included 16 participants to discover and articulate their technology acceptance experience. The use of “technology” by the participant included the following: smartphones, tablets, a laptop, ecosystems, a suite of applications, cloud storage and sharing, High Definition television, an analog cell phone (pre-smartphones), SMS text messaging, Caller ID, and even a dishwasher. The researcher surmised that if the end user decided the technology then there would be a greater and more truthful response throughout the interview process. The interviewees selected a technology that had had the biggest impact on them or triggered the greatest emotional response. Many of the experiences identified through the interviews focused on a job-related function. Though this was not a prerequisite, it fit nicely within the context of the technology acceptance model, where the focus of Davis’s research was on technology in the business environment.

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