Evolving ease: the dynamic moderating role of perceived ease of use in the technology acceptance model

Purpose – This study aims to address ambiguities in the technology acceptance model (TAM) by examining the conditions under which TAM constructs positively affect technology adoption, focusing on the interactive effects of perceived ease of use (PEOU), perceived usefulness (PU) and subjective norms (SN) on behavioral intention (BI). Design/methodology/approach – The research investigates multiple technologies over an extended period, examining conditions at the adoption moment and after three months of usage. A mediated-moderation analysis was employed to explore the interactions among TAM constructs. Findings – PEOU functions as a moderator in the relationship among PU, SN and BI. The effects of PU and SN on BI are heightened when the technology is perceived as easy to use. After three months, a higher level of PEOU is required to sustain continued use. Practical implications – The findings underscore the importance of prioritizing ease of use in technology development and marketing, as it significantly influences the impact of recommendations and PU on adoption decisions. Originality/value – This study introduces a novel approach by examining PEOU as a moderator within the TAM framework, providing new insights into the interactive effects of TAM constructs on technology adoption. The research contributes to resolving conflicting findings in previous TAM studies and offers valuable guidance for sustaining new technology adoption.