Technology Acceptance Behavior and Feedback Loop: Exploring Reverse Causality of TAM in Post-COVID-19 Scenario

Area of Science:

• Social Sciences
• Information Science
• Psychology

Background:

• The COVID-19 pandemic accelerated technology adoption globally.
• Traditional technology acceptance models may not fully capture post-pandemic user behaviors and beliefs.
• Understanding the evolving relationship between users and technology is crucial.

Purpose of the Study:

• To propose and examine a theoretical model of reverse causality in technology acceptance post-COVID-19.
• To investigate how technology acceptance behaviors influence user beliefs (perceived ease of use, usefulness).
• To explore the moderating role of mastery orientation on technology acceptance and attitude.

Main Methods:

• Development of a theoretical model based on reverse causality principles.
• Analysis of the influence of post-COVID-19 technology acceptance on individual factors like computer efficacy, mastery experience, and self-regulated learning.
• Examination of how these factors subsequently affect perceived ease of use and usefulness.

Main Results:

• Technology acceptance behaviors post-COVID-19 appear to influence individual factors, which in turn shape beliefs about ease of use.
• This reciprocal relationship ultimately impacts perceived technology usefulness and user attitudes.
• Mastery orientation was identified as a potential moderator between acceptance behaviors and favorable attitudes.

Conclusions:

• The study highlights a reverse causality in the technology acceptance model within the post-COVID-19 context.
• Findings suggest that user acceptance behaviors can proactively shape their beliefs and attitudes towards technology.
• The research offers theoretical insights and practical implications for understanding technology adoption in the new normal.