Technology Acceptance Model, Consumser Personality and Smartphone Users’ Satisfaction

Technology acceptance model, or TAM, (Davis 1989) explained consumer behavior in adopting new technology and identified crucial factors, which affect users’ acceptance. The model was later extended and incorporated social influence factors, such as subjective norms, voluntariness and image (Venkatesh and Davis 2000). Both TAM and extended TAM (TAM2) have been used extensively in informatics and marketing research (Ma and Liu 2004; Schepers and Wetzel 2007). The technology in focus ranges from electronic and voice mail to online learning (Roca, Chui Martínez 2006). The recent trend is the application of these models in the study of the smartphone usage (e.g.,Verkasalo, López-Nicolás, Molina-Castillo, and Bouwman 2010).