Mobile Business Intelligence Acceptance Model

Technology Acceptance Model (TAM) is known as one of the widely applied and adopted user acceptance models in explaining the concept of technology adoption. TAM was fundamentally designed as extension of Fishbein and Ajzen's Theory of Reasoned Action (TRA) by Davis. TAM illustrated perceived usefulness and perceived ease of use as important factors in determining user attitude towards new technology acceptance. TAM is primarily used to predict the individual adoption and usage of new technologies within a business environment. The TAM model is illustrated as in Figure 2.

Figure 2. Technology Acceptance Model (TAM)

The need to explore on the adoption and acceptance of mobile services as the ubiquity of mobile devices and services is the fact addressed by Phan & Daim. Hence, Technology Acceptance Model for Mobile Services (TAMMS) is created as a specific model that addressed issues on adoption of mobile services. Figure 3 shows the TAMMS with the refinements to the original TAM for better understanding.

Figure 3. Technology Acceptance Model for Mobile Services (TAMMS)

In context of mobile BI acceptance, Brodzinski et al. stressed the importance to integrate mobile BI solution with enterprise BI solution in order to build trust and acceptance of mobile BI. Moreover, they mentioned that iPhone is the first mobile device enabled acceptable mobile BI experience and the acceptance of mobile BI is facilitated by the released of the larger screen iPad and tablets. In addition, the common success factors of BI systems and mobile BI are up-to-date data, the use of dashboards to monitor key metrics and delivering fast response times as mentioned by Brockmann et al.