The measure of success of a project will be the determining factor in whether a product is further adopted or whether the project is halted. Conceptual or theoretical frameworks, selected at the outset of any project, assist key stakeholders in ultimately understanding the success or failure of a project from a specific viewpoint. Using specific frameworks as a “lens,” or view, allows stakeholders to stay focused on the agreed upon objectives against which to measure.

QUESTION

The measure of success of a project will be the determining factor in whether a product is further adopted or whether the project is halted. Conceptual or theoretical frameworks, selected at the outset of any project, assist key stakeholders in ultimately understanding the success or failure of a project from a specific viewpoint. Using specific frameworks as a “lens,” or view, allows stakeholders to stay focused on the agreed upon objectives against which to measure.

Select one of the 15 conceptual or theoretical frameworks discussed in the Khong, Holroyd, and Wang publication, or another framework found in our readings. Share your identified CDSS for the individual project with your peers. Describe the framework and articulate the concepts which are highlighted or magnified by the framework (i.e., what concepts does the framework highlight?). Convey what the framework obscures (i.e. what concepts does the framework not highlight that might be missed as a contribution to success?). Finally, if the conceptual framework has an associated theory, describe the correlation of the two. Leverage the literature to support your claims.

Students are required to post a minimum of three (3) curriculum focused discussion postings per week: one (1) initial post and a minimum of two (2) replies to peers. Posts may include your experiences, opinions, viewpoints, and ideas supported by evidence (references) as appropriate.

ANSWER

Applying the Technology Acceptance Model (TAM) as a Conceptual Framework for Project Success Evaluation

Introduction

In project management, the measure of success is pivotal in determining whether a product will be further adopted or if the project should be halted. To effectively evaluate project success, it is essential to utilize conceptual or theoretical frameworks that provide a focused viewpoint. One such framework that can be applied is the Technology Acceptance Model (TAM). This essay will explore TAM as a conceptual framework for evaluating project success, highlighting the concepts it emphasizes and those it obscures, and discussing its correlation with associated theories.

Conceptual Framework: Technology Acceptance Model (TAM)

The Technology Acceptance Model (TAM) is a widely recognized conceptual framework used to assess individuals’ acceptance and usage of technology. TAM was initially proposed by Fred Davis in 1989 and has since been extended and refined by various researchers. The model is primarily concerned with understanding users’ behavioral intentions towards technology adoption based on their perceived usefulness (PU) and perceived ease of use (PEOU). TAM assumes that users’ attitudes and beliefs about the technology determine their intention to use it, which, in turn, influences actual usage behavior.

Concepts Highlighted by TAM

TAM focuses on two central concepts: perceived usefulness (PU) and perceived ease of use (PEOU). Perceived usefulness refers to users’ beliefs about how adopting the technology will enhance their performance or productivity. It assesses the degree to which users perceive the technology as valuable and beneficial to their work. Perceived ease of use, on the other hand, evaluates users’ perceptions of how effortless and user-friendly the technology is to operate. These two concepts together form the foundation for users’ intention to accept and adopt a technology.

By employing TAM as a lens, project stakeholders can assess the extent to which a project has succeeded in delivering a product that is perceived as useful and easy to use by its target users. It provides a systematic approach to understanding user acceptance, which is crucial for ensuring the future adoption and sustainability of the product or service.

Concepts Obscured by TAM

While TAM offers valuable insights into users’ acceptance of technology, it does have limitations that obscure certain aspects of project success. TAM primarily focuses on individual beliefs and attitudes, neglecting broader contextual factors that can influence project outcomes. Factors such as organizational culture, change management strategies, and social influences are not explicitly accounted for in TAM. These contextual factors can play a significant role in project success but are not directly highlighted by TAM.

Correlation with Associated Theory

The underlying theory that aligns with TAM is the Theory of Reasoned Action (TRA) developed by Martin Fishbein and Icek Ajzen. TRA posits that an individual’s behavior is influenced by their intention to perform that behavior, which is in turn influenced by their attitudes and subjective norms. TAM builds upon TRA by incorporating technology-specific constructs of perceived usefulness and perceived ease of use, making it more suitable for evaluating technology adoption and project success.

The literature supports the application of TAM in various domains, including healthcare, education, and business. Numerous studies have utilized TAM to assess users’ acceptance of healthcare information systems, e-learning platforms, and enterprise resource planning systems. These studies have demonstrated the usefulness of TAM in evaluating project success, identifying factors influencing user acceptance, and guiding strategies for improving technology adoption.

Conclusion

In conclusion, TAM serves as a valuable conceptual framework for evaluating project success by focusing on users’ perceived usefulness and perceived ease of use. It highlights the importance of users’ attitudes and beliefs in determining technology acceptance. However, it obscures broader contextual factors that can influence project success. By understanding these limitations and leveraging associated theories such as TRA, project stakeholders can effectively evaluate project success and make informed decisions to drive further adoption. Applying TAM in conjunction with a holistic understanding of the project’s context can enhance the comprehensive assessment of success and contribute to the long-term sustainability of the product or service.

References

Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340.

Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Addison-Wesley.

 Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 46(2), 186-204.