Abstract:

The technology acceptance model (TAM), based on the theory of reasoned action, has been one of the most widely used theories in management information systems research. This paper proposes several alternative theories from the literature to TAM. Four theories are showcased that actually reveal a reverse relationship in contrast to the traditional attitude-behavior relationship in TAM. These four theories are theory of cognitive dissonance, social judgment theory, theory of passive learning, and self-perception theory. Other alternatives to TAM and other popular theories are flow theory, cognitive load theory, capacity information processing theory, and information processing theory. These theories are applicable in ecommerce, online consumer behavior, online shopping, immersive gaming, virtual social interactions, and cognitive research. Pragmatic examples are shown for the theories.