Diagnosing TAM Using Factor Analysis

Zurena @ Rena Shahril, Mohd Salehuddin Mohd Zahari, Ida Rosmini Othman


Factor analysis using Principal Axis Factoring (PAF) extraction method and oblique rotation conducted to confirm the factor structure and unidimensionality of the constructs by extending the Technology Acceptance Model (TAM). This study examines responsiveness towards the actual usage of Malaysia’s “Touch ‘n Go” smart card amongst restaurant customers. Results discovered that two factors extracted from the three core determinants of customer responsiveness, in which dimensions such as awareness, brand Image, attitude and actual usage of the smart card remained due to the significant factor loadings. Replication of this factor analysis through further research is significant to customize the research framework.

Keywords: technology acceptance model, responsiveness, smart card, restaurants

eISSN 2398-4295 © 2018. The Authors. Published for AMER ABRA cE-Bs by e-International Publishing House, Ltd., UK. This is an open-access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia. 



technology acceptance model, responsiveness, smart card, restaurants

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DOI: http://dx.doi.org/10.21834/ajbes.v3i11.101


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