Using the technology acceptance model to explain how attitudes determine Internet usage: The role of perceived access barriers and demographics

An extended version of the technology acceptance model is developed and test to explain demographic-based differences in Internet use and finds that age, education, income and race are associated differentially with beliefs about the Internet, and that these beliefs influence a consumer's attitude toward and use of the Internet.

Abstract

Despite the fact that most Americans use the Internet, those who are older, less educated, minority and lower income have lower usage rates than younger, highly educated, white and wealthier individuals. We develop and test an extended version of the technology acceptance model (TAM) to explain these differences. We found that age, education, income and race are associated differentially with beliefs about the Internet, and that these beliefs influence a consumer's attitude toward and use of the Internet. Further, we found that although access barriers have a significant effect in the model, perceptions regarding ease of use and usefulness have a stronger effect. Our results suggest that by extending the TAM, to include perceived access barriers helps to explain demographic-based differences in Internet use. We also provide key insights for both managers and policymakers.