Adapting the Technology Acceptance Model (TAM) For Business Events: The Event Organizer Perspectives

Abstract

Information communication technology plays a vital role in the staging of business events including the promotion and organization of events. However, determining what drives organizers to adopt communication technology in conferences has been largely overlooked. This study seeks to address this gap by proposing a modification to the Technology Acceptance Model (TAM) to examine adoption behavior at the organization level. Qualitative data were collected from 13 semistructured interviews with professional conference organizers who had experience in using technology for conference participation. Findings demonstrate that external environment and organization technology capability influence professional conference organizers (PCOs) to adopt technology in their conference. In addition, job relevance, output quality, perceived playfulness, and trustworthiness are four technology characteristics that have a direct effect on the perception of usefulness and ease of use. Recommendations to the PCOs to improve strategy in adopting technology in business events are discussed base on the results.

Factors Influencing Technology Usage among Event Attendees

“…The questionnaires were distributed online to the respondents and a total of 202 respondents answered and completed the questionnaires. The instruments were adapted from various sources (Sangkaew, 2020;Sherlock & Connor, 2015). A structured questionnaire was created and a five-point Likert scale ranging from 1 (strongly disagree) to 5 (strongly agree) was used to measure the respondent perception of the relationship between dimensions of memorable experience, perceived value, and enjoyment towards technology usage.…”

“…Over the last decade, mobile commerce, social networking, and smartphone technology have all had an impact on almost every consumer's life. Technology provides a platform for global audiences to access a variety of activities via the Internet and allows individuals to share experiences via digital platforms, helping businesses attract prospective consumers and create loyalty (Sangkaew, 2020). With new technology, the business events industry's usage of event content via the internet and social media was increasing since smartphone and tablet users could access event information anywhere and whenever they wanted.…”

Menelisik Penerimaan e-faktur versi 3.0 Melalui Pendekatan Technology Acceptance Model

“…Persepsi kegunaan adalah derajat yang diyakini seseorang bahwa menggunakan sistem tertentu akan meningkatkan kinerja pekerjaannya (Soneka & Phiri, 2019). Persepsi kemudahan didefinisikan sebagai seberapa besar upaya yang dibutuhkan pengguna dalam menggunakan teknologi tertentu (Sangkaew et al, 2019). Sikap terhadap penggunaan adalah evaluasi positif atau negative perilaku pengguna (Kemp et al, 2019).…”