A BIBLIOMETRIC ANALYSIS OF THE LITERATURE ON THE ORIGINS OF THE TECHNOLOGY ACCEPTANCE MODEL (TAM) AND A MARKETING-SIDED APPROACH TO TAM

Yıl 2023, Cilt: 18 Sayı: 59, 1 - 14, 31.01.2023

Zübeyir Çelik Aypar Uslu

https://doi.org/10.14783/maruoneri.1171625

Öz

This study aims to visually present the bibliometric data sources related to the origin of TAM as a result of the literature review by running the VOSviewer visual mapping technique. The bibliometric data sources obtained, the selected studies and the citation counts of these studies are for the researchers who contributed to TAM, the theoretical foundations of TAM, the key components of TAM, and the application areas of TAM. The PRISMA 2009 Flow Diagram was used for a systematic literature review. Many studies published from 1985, when the original TAM was introduced, to 2008, when TAM 3 was introduced, contributed to the development of TAM, and most of these studies have over one thousand citation counts. Fred D. Davis and/or Viswanath Venkatesh have co-authored with some of the researchers contributing to TAM. The theoretical foundations of TAM are based on many more theories/models in addition to the theory of reasoned action. In addition to the two key components of ease of use and usefulness, TAM has other key components. Finally, management information technology, management information systems, and computer technology are areas where TAM is applied. Explanations are provided in this present study with a marketing-sided approach to the application areas of TAM.

Anahtar Kelimeler

Technolog Acceptance Model, Origin, Bibliometic Analysis, Marketing

TEKNOLOJİ KABUL MODELİ (TKM)’NİN KÖKENLERİNE İLİŞKİN LİTERATÜRÜN BİBLİYOMETRİK ANALİZİ VE TKM’YE PAZARLAMA YÖNLÜ BİR YAKLAŞIM

Öz

Bu çalışma, VOSviewer görsel haritalama tekniğini çalıştırarak, literatür taraması sonucunda TKM'nin kökeni ile ilgili bibliyometrik veri kaynaklarını görsel olarak sunmayı amaçlamaktadır. Elde edilen bibliyometrik veri kaynakları, seçilen çalışmalar ve bu çalışmaların atıf sayıları, TKM'ye katkıda bulunan araştırmacılar, TKM'nin teorik temelleri, TKM'nin temel bileşenleri ve TKM'nin uygulama alanları içindir. PRISMA 2009 Akış Diagramı, sistematik bir literatür taraması için kullanılmıştır. Orijinal TKM'nin tanıtıldığı 1985 yılından, TKM 3'ün tanıtıldığı 2008 yılına kadar yayımlanan birçok çalışma, TKM'nin geliştirilmesine katkıda bulunmuştur ve bu çalışmaların çoğu binin üzerinde atıf sayısına sahiptir. Fred D. Davis ve/veya Viswanath Venkatesh, TKM’ye katkıda bulunan bazı araştırmacılarla ortak yazarlığa sahiptir. TKM'nin teorik temelleri, gerekçeli eylem teorisine ek olarak daha birçok teoriye/modele dayanmaktadır. Kullanım kolaylığı ve fayda gibi iki temel bileşene ek olarak, TKM'nin başka temel bileşenleri de vardır. Son olarak, yönetim bilgi teknolojisi, yönetim bilgi sistemleri ve bilgisayar teknolojisi, TKM'nin uygulandığı alanlardır. TKM'nin uygulama alanlarına pazarlama yönlü bir yaklaşımla bu mevcut çalışmada açıklamalar sağlanmaktadır.

Anahtar Kelimeler

Teknoloji Kabul Modeli, Köken, Bibliyometrik Analiz, Pazarlama

Kaynakça

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