Rethinking the TAM model: time to consider fun

Abstract

Purpose

It is widely agreed that usefulness of new products is one of the most considered factors by innovators to justify the adoption of new devices. However, the fun aspect of the product is rarely considered as a predictor of innovation adoption. The current study intends, therefore, to examine the effect of the fun aspect on consumers' adoption of technological products.

Design/methodology/approach

Three competing models mainly derived from the technology adoption model (TAM) were tested in two markets (Canada and France) that present two different maturity stages. A survey of 367 actual users of mobile devices was used and analyzed by a structural equation model.

Findings

The results show that fun is an important antecedent of the attitude toward the act (use of mobile devices for surfing the internet). Fun was also found to mediate the effect of usefulness on attitude. This implies that the impact of emotions goes beyond the consumption of hedonic products and extends to the adoption of technological ones.

Research limitations/implications

The small sample size of the current study did not allow deeper statistical analyses. A larger sample could allow testing the model separately in each market. Also, the current study focused only on the use of mobile devices to surf the internet. Further studies might apply the model to other products/services/industries.

Practical implications

The results suggest that product designers should develop interfaces and products that not only satisfy utilitarian needs but also hedonic and enjoyment motivations.

Originality

The present study finds its originality at two levels: first, it tests the technology adoption model using a sample from two countries (France and French Canada) which are different in terms of mobile market maturity stage. This may allow further generalisation of the TAM model. Second, in comparison to previous research on the adoption of mobile devices, the present study uses a non student sample. This is important especially when studying innovation adoption because students are thought to lean to the adoption of new habits.

Citation

Saber Chtourou, M. and Souiden, N. (2010), "Rethinking the TAM model: time to consider fun", Journal of Consumer Marketing, Vol. 27 No. 4, pp. 336-344. https://doi.org/10.1108/07363761011052378