Revisiting the Technology Acceptance Model in the Age of Artificial Intelligence: A Bibliometric Analysis of TAM in Business and Marketing Literature

Abstract

This study presents a comprehensive bibliometric analysis of research on the Technology Acceptance Model (TAM) in the marketing and business literature. Publications between 2000 and 2024 were selected from the Scopus database, and keyword concurrency and cluster analysis were performed using VOSviewer. The study is analyzed in three periods (2000-2008, 2009-2017, 2018-2024) to examine the evolution of TAM over time. The results show that in the first period, basic e-commerce and consumer behavior issues were at the forefront, while trust and risk perception gained importance in the second period. The last period emphasizes the increasing role of TAM in innovative areas such as artificial intelligence, cloud computing and financial technology. This study reveals how TAM adapts to current technological developments in the marketing and business context and provides direction for future research.

Keywords

• Technology acceptance model
• marketing
• business
• bibliometric

Yapay Zeka Çağında Teknoloji Kabul Modelinin Yeniden Gözden Geçirilmesi: İşletme ve Pazarlama Literatüründe TAM'ın Bibliyometrik Analizi

Abstract

Bu çalışma, pazarlama ve işletme literatüründe Teknoloji Kabul Modeli (TAM) üzerine yapılan araştırmaların kapsamlı bir bibliyometrik analizini sunmaktadır. Scopus veri tabanından 2000-2024 yılları arasındaki yayınlar seçilmiş ve VOSviewer kullanılarak anahtar kelime eşzamanlılığı ve küme analizi yapılmıştır. Çalışma, TAM'ın zaman içindeki evrimini incelemek için üç dönemde (2000-2008, 2009-2017, 2018-2024) analiz edilmiştir. Sonuçlar, ilk dönemde temel e-ticaret ve tüketici davranışı konularının ön planda olduğunu, ikinci dönemde ise güven ve risk algısının önem kazandığını göstermektedir. Son dönem ise yapay zekâ, bulut bilişim ve finansal teknoloji gibi yenilikçi alanlarda TAM'ın artan rolüne vurgu yapıyor. Bu çalışma, TAM'ın pazarlama ve iş bağlamında güncel teknolojik gelişmelere nasıl uyum sağladığını ortaya koymakta ve gelecekteki araştırmalar için yön göstermektedir.

Keywords

• Teknoloji kabul modeli
• pazarlama
• işletme
• bibliyometrik

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