Marketing research trends using technology acceptance model (TAM): a comprehensive review of researches (2002–2022)
AbstractThe technology acceptance model (TAM) is a widely accepted theoretical framework that explains how users accept and use technology. TAM has been applied in various marketing contexts to explain consumer behavior toward new technological products and services. By understanding how consumers p...
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| Format: | Article |
| Language: | English |
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Taylor & Francis Group
2024-12-01
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| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2024.2329375 |
| _version_ | 1797260601878118400 |
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| author | Hussein Gibreel Musa Indah Fatmawati Nuryakin Nuryakin M. Suyanto |
| author_facet | Hussein Gibreel Musa Indah Fatmawati Nuryakin Nuryakin M. Suyanto |
| author_sort | Hussein Gibreel Musa |
| collection | DOAJ |
| description | AbstractThe technology acceptance model (TAM) is a widely accepted theoretical framework that explains how users accept and use technology. TAM has been applied in various marketing contexts to explain consumer behavior toward new technological products and services. By understanding how consumers perceive their products’ usefulness and ease of use, marketers can design effective marketing strategies that maximize consumer adoption and usage rates. This paper provides a comprehensive review of using TAM in marketing development. First, a metadata analysis was conducted by adopting 1089 papers from the Scopus database to review previous works in TAM and marketing. Second, a descriptive bibliometric analysis was performed using 437 published works and a VOS viewer to determine the recent development in using TAM in marketing. Third, content analysis of 57 papers using Wordstat was conducted to indicate the latest trends in marketing. Results reveal that marketing research using TAM is on an upward curve with limitations in implementing recent technologies. Sustainability Switzerland, Developments in Marketing Science, and International Journal of Bank Marketing were the top journals, Tan, G.W.H and Dr. Ooi Keng-Boon were the leading authors, business and management, computer science and social science were the principal areas of research, and USA, China, and Malaysia were the top countries. Results of bibliometric analysis reveal that mobile, technology, market research, and online marketing were the top trends in marketing. These results indicate the increasing importance of marketing trends and the TAM model used in today’s market and management. |
| first_indexed | 2024-04-24T23:27:55Z |
| format | Article |
| id | doaj.art-3004bd51bd4a485592906ea29af126d5 |
| institution | Directory Open Access Journal |
| issn | 2331-1975 |
| language | English |
| last_indexed | 2024-04-24T23:27:55Z |
| publishDate | 2024-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Business & Management |
| spelling | doaj.art-3004bd51bd4a485592906ea29af126d52024-03-15T18:25:21ZengTaylor & Francis GroupCogent Business & Management2331-19752024-12-0111110.1080/23311975.2024.2329375Marketing research trends using technology acceptance model (TAM): a comprehensive review of researches (2002–2022)Hussein Gibreel Musa0Indah Fatmawati1Nuryakin Nuryakin2M. Suyanto3Marketing Management, Universitas Muhammadiyah Yogyakarta, SudanDoctoral Program of Management, Universitas Muhammadiyah Yogyakarta, IndonesiaDoctoral Program of Management, Universitas Muhammadiyah Yogyakarta, IndonesiaDoctoral Program of Management, Universitas Muhammadiyah Yogyakarta, IndonesiaAbstractThe technology acceptance model (TAM) is a widely accepted theoretical framework that explains how users accept and use technology. TAM has been applied in various marketing contexts to explain consumer behavior toward new technological products and services. By understanding how consumers perceive their products’ usefulness and ease of use, marketers can design effective marketing strategies that maximize consumer adoption and usage rates. This paper provides a comprehensive review of using TAM in marketing development. First, a metadata analysis was conducted by adopting 1089 papers from the Scopus database to review previous works in TAM and marketing. Second, a descriptive bibliometric analysis was performed using 437 published works and a VOS viewer to determine the recent development in using TAM in marketing. Third, content analysis of 57 papers using Wordstat was conducted to indicate the latest trends in marketing. Results reveal that marketing research using TAM is on an upward curve with limitations in implementing recent technologies. Sustainability Switzerland, Developments in Marketing Science, and International Journal of Bank Marketing were the top journals, Tan, G.W.H and Dr. Ooi Keng-Boon were the leading authors, business and management, computer science and social science were the principal areas of research, and USA, China, and Malaysia were the top countries. Results of bibliometric analysis reveal that mobile, technology, market research, and online marketing were the top trends in marketing. These results indicate the increasing importance of marketing trends and the TAM model used in today’s market and management.https://www.tandfonline.com/doi/10.1080/23311975.2024.2329375Bibliometric analysismarketingVosviewerTAM modeltechnologyLen Tiu Wright, De Montfort University Faculty of Business and Law, United Kingdom |
| spellingShingle | Hussein Gibreel Musa Indah Fatmawati Nuryakin Nuryakin M. Suyanto Marketing research trends using technology acceptance model (TAM): a comprehensive review of researches (2002–2022) Cogent Business & Management Bibliometric analysis marketing Vosviewer TAM model technology Len Tiu Wright, De Montfort University Faculty of Business and Law, United Kingdom |
| title | Marketing research trends using technology acceptance model (TAM): a comprehensive review of researches (2002–2022) |
| title_full | Marketing research trends using technology acceptance model (TAM): a comprehensive review of researches (2002–2022) |
| title_fullStr | Marketing research trends using technology acceptance model (TAM): a comprehensive review of researches (2002–2022) |
| title_full_unstemmed | Marketing research trends using technology acceptance model (TAM): a comprehensive review of researches (2002–2022) |
| title_short | Marketing research trends using technology acceptance model (TAM): a comprehensive review of researches (2002–2022) |
| title_sort | marketing research trends using technology acceptance model tam a comprehensive review of researches 2002 2022 |
| topic | Bibliometric analysis marketing Vosviewer TAM model technology Len Tiu Wright, De Montfort University Faculty of Business and Law, United Kingdom |
| url | https://www.tandfonline.com/doi/10.1080/23311975.2024.2329375 |
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