Abstract
This paper examines the evolution and limitations of traditional technology acceptance models, notably the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT). These models have been a valuable frameworks for IS researchers, however their recent theoretical saturation and rigid methodology have constrained their applicability outside of academic discussion. To address this challenge, we propose the Heterogeneous Technology Acceptance Model (H-TAM), a practitioner-oriented framework that leverages established IS theory for real-world market and product research applications. Central to this framework is the novel concept of Impact Scores, a metric that quantifies a product’s relative performance on specific technology acceptance variables against market benchmarks and competitors. Using simulated data, we illustrate how H-TAM captures differences in user acceptance across technology products, generating insights that directly inform practitioner decision-making in market analysis and product development. This framework advances the practical utility of technology acceptance theory and offers a foundation for more context-sensitive research and applications.
Paper Type
Full Paper
DOI
10.62036/ISD.2025.135
Bridging Theory and Practice: Introducing the Heterogeneous Technology Acceptance Model (H-TAM) for Practical Market Research and Product Comparison
This paper examines the evolution and limitations of traditional technology acceptance models, notably the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT). These models have been a valuable frameworks for IS researchers, however their recent theoretical saturation and rigid methodology have constrained their applicability outside of academic discussion. To address this challenge, we propose the Heterogeneous Technology Acceptance Model (H-TAM), a practitioner-oriented framework that leverages established IS theory for real-world market and product research applications. Central to this framework is the novel concept of Impact Scores, a metric that quantifies a product’s relative performance on specific technology acceptance variables against market benchmarks and competitors. Using simulated data, we illustrate how H-TAM captures differences in user acceptance across technology products, generating insights that directly inform practitioner decision-making in market analysis and product development. This framework advances the practical utility of technology acceptance theory and offers a foundation for more context-sensitive research and applications.
Recommended Citation
Smoliński, P.R. & Winiarski, J. (2025). Bridging Theory and Practice: Introducing the Heterogeneous Technology Acceptance Model (H-TAM) for Practical Market Research and Product ComparisonIn I. Luković, S. Bjeladinović, B. Delibašić, D. Barać, N. Iivari, E. Insfran, M. Lang, H. Linger, & C. Schneider (Eds.), Empowering the Interdisciplinary Role of ISD in Addressing Contemporary Issues in Digital Transformation: How Data Science and Generative AI Contributes to ISD (ISD2025 Proceedings). Belgrade, Serbia: University of Gdańsk, Department of Business Informatics & University of Belgrade, Faculty of Organizational Sciences. ISBN: 978-83-972632-1-5. https://doi.org/10.62036/ISD.2025.135