Marketing research trends using technology acceptance model (TAM): a comprehensive review of researches (2002–2022)

Abstract

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 perceive their products’ usefulness and ease of use, marketers can design effective marketing strategies that maximize consumer adoption and usage rates. This paper provides a comprehensive review of using TAM in marketing development. First, a metadata analysis was conducted by adopting 1089 papers from the Scopus database to review previous works in TAM and marketing. Second, a descriptive bibliometric analysis was performed using 437 published works and a VOS viewer to determine the recent development in using TAM in marketing. Third, content analysis of 57 papers using Wordstat was conducted to indicate the latest trends in marketing. Results reveal that marketing research using TAM is on an upward curve with limitations in implementing recent technologies. Sustainability Switzerland, Developments in Marketing Science, and International Journal of Bank Marketing were the top journals, Tan, G.W.H and Dr. Ooi Keng-Boon were the leading authors, business and management, computer science and social science were the principal areas of research, and USA, China, and Malaysia were the top countries. Results of bibliometric analysis reveal that mobile, technology, market research, and online marketing were the top trends in marketing. These results indicate the increasing importance of marketing trends and the TAM model used in today’s market and management.

IMPACT STATEMENT

Our paper offers a fascinating glimpse into the world of marketing research through the lens of the Technology Acceptance Model (TAM). In simple terms, TAM helps explain why people embrace new technology. By applying this framework to marketing, we unveil key insights into consumer behavior towards modern products and services. From smartphones to online shopping, TAM sheds light on why we adopt and use these innovations. Our findings reveal exciting trends in marketing, showing how businesses can harness TAM to create effective strategies that resonate with consumers. Whether you’re a tech enthusiast or a curious consumer, our paper provides valuable insights into the evolving landscape of marketing and technology adoption.

Keywords:

• Bibliometric analysis
• marketing
• Vosviewer
• TAM model
• technology

REVIEWING EDITOR:

• Len Tiu Wright, De Montfort University Faculty of Business and Law, United Kingdom

SUBJECTS:

• Consumer Behaviour
• Internet / Digital Marketing / e-Marketing
• Marketing Communications
• Marketing Research
• I.T. Research

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Hussein Gibreel Musa

Hussein Gibreel Musa is a lecturer in the Department of Communication Science, University of Khartoum, and Faculty of Communication Science, University of Geneina, Sudan. His research interests include business communication, social media, cultural communication, and marketing. In 2015 he graduated from Communication Department, University of Khartoum, Sudan. In 2018 he got his master’s degree in Business communication from Universitas Padjadjaran, Indonesia. Hussein now doing his PhD degree in Management doctoral program, at Postgraduate Program of Universitas Muhammadiyah Yogyakarta, Indonesia.

Indah Fatmawati

Indah Fatmawati is a senior lecturer in the Department of Management, Faculty of Economics and Business, Universitas Muhammadiyah Yogyakarta, and a senior researcher at the Postgraduate Program of Universitas Muhammadiyah Yogyakarta, Indonesia. Her research interests include marketing management focusing on Consumer behavior, Digital marketing, sustainability, and innovation in marketing research.

Nuryakin Nuryakin

Nuryakin Nuryakin is a senior lecturer in the Department of Management, Faculty of Economics and Business, Universitas Muhammadiyah Yogyakarta, and a senior researcher at the Postgraduate Program of Universitas Muhammadiyah Yogyakarta, Indonesia. His research interests include marketing management focusing on SMEs, relational marketing, online marketing, sustainable green marketing, and networking.

M. Suyanto

M. Suyanto (Mohammad Suyanto) is the Rector of University of AMIKOM Yogyakarta, an Indonesian movie producer and writer known for Battle of Surabaya. He is a producer, director, and writer under United Talent Agency, Beverly Hills, California. He is also a Professor of Strategic Management, Marketing, and E-Business in the Department of Management, Faculty of Economics and Business, Universitas Muhammadiyah Yogyakarta.