Q-TAM: A Quality Technology Acceptance Model for Technology Operations Managers

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Operations Management Research






This paper contributes to research on the quality factors that affect customer acceptance and intention to continue purchasing disposable technology. We have developed a model (Q-TAM) that integrates the Technology Acceptance Model and a quality framework. We conducted a survey of 322 smartphones users and analyzed the results using Partial Least Squares – Structural Equation Modeling (PLS-SEM) to determine how our integrated Q-TAM model affected consumers’ intention-to-continue-purchasing disposable technology. The PLS-SEM analysis of the Q-TAM model established that consumers assessed the product quality based on two distinct dimensions: attribute quality and reliability quality. Further, we found support for the positive and significant effects of product quality and perceived ease of use as predictors of a customer’s intention to purchase a technological device. Of interest is our finding that perceived usefulness, in the presence of product quality, is not significant. The finding also suggests that customers perceive the usefulness of a product as a component/part of a product’s quality dimension, confirming Joseph Juran’s quality philosophy of “fitness of use.” This suggests that in order to satisfy consumer demands, technology operations managers must ensure their products are of good attribute and reliability quality. The findings of this study make a case for a quality technology acceptance model (Q-TAM) that encourages technology operations managers to focus their efforts on quality to ensure that their products satisfy customer needs and are perceived as useful.