Musa, Hussein Gibreel; Fatmawati, Indah; Nuryakin; … - In: Cogent business & management 11 (2024) 1, pp. 1-18
The technology acceptance model (TAM) is a widely accepted theoretical framework that explains how users accept and use technology. TAM has been applied in various marketing contexts to explain consumer behavior toward new technological products and services. By understanding how consumers...