**10. Technology acceptance models**

For organizations and people to succeed in the current digital world, technology must be widely adopted and used effectively. Researchers and practitioners have created a variety of technology acceptance models to better understand and anticipate technology adoption and usage patterns. These models are designed to provide light on the variables affecting people's acceptance and adoption of new technology.

Models of technology adoption act as frameworks for describing people's intent to adopt and use technology. These models take into account a number of variables, such as user beliefs, perceptions, attitudes, and behavioral intentions, that affect the acceptance and adoption of technology.

Technology acceptance model (TAM): Davis' technology acceptance model (TAM) is one of the most popular technology acceptance models [68]. Perceived utility and perceived usability are crucial variables in determining users' attitudes and behavioral intentions toward adopting technology according to TAM.

The UTAUT, or unified theory of acceptance and use of technology [59] created the unified theory of acceptance and use of technology (UTAUT) to combine and expand on a number of earlier technology acceptance models. Performance expectancy, effort expectancy, social influence, and facilitating conditions are the four main factors identified by UTAUT as influencing the uptake of technology.

Extended technology acceptability model (TAM2): By including new elements that affect technology acceptance, the extended technology acceptance model (TAM2) builds on the original TAM. TAM2, which was proposed by [69], comprises elements, including subjective norm, image, job relevance, output quality, and outcome demonstrability.

The Theory of Reasoned Action (TRA), created by [70], is a comprehensive social psychology theory that has been used to explain how people embrace new technology. According to TRA, a person's attitude toward a behavior and subjective norms can have an impact on their decision to accept a technology.

To explain consumers' acceptance and adoption behaviors, technology acceptance models rely on a variety of theoretical pillars. These foundations include diffusion of innovation theory, social psychology, and cognitive psychology.

Cognitive psychology: To explain how people create beliefs and attitudes toward technology, technology acceptance models include cognitive psychology principles. These models place a strong emphasis on cognitive processes, including information processing and decision-making, as well as perceived usefulness and usability.

Social psychology: Models of technology acceptance use social psychology concepts as social impact and subjective norms. These ideas emphasize how social variables, societal norms, and interpersonal influence affect people's decisions to accept new technologies.

Technology adoption models frequently cite Rogers' diffusion of innovation theory when discussing the spread of new ideas [71]. This theory examines variables such as innovativeness, compatibility, complexity, trialability, and observability to explain how ideas spread and are embraced within a social system.

For both researchers and practitioners, the application of technology acceptance models has important implications. The design and execution of technology-based treatments can be influenced by these models, which offer a framework for comprehending users' technology adoption habits. Organizations can create strategies to encourage technology adoption, enhance user experiences, and improve organizational performance by recognizing key factors impacting technology acceptance.

#### *Organizational Culture Change and Technology: Navigating the Digital Transformation DOI: http://dx.doi.org/10.5772/intechopen.112903*

Technology acceptance models are essential for comprehending and forecasting how people will accept and adopt new technology. Models, such as TAM, UTAUT, TAM2, and TRA, offer useful insights into the variables that affect the acceptance and adoption of technology. These models provide a thorough understanding of users' ideas, attitudes, and intentions toward the adoption of technology by merging cognitive psychology, social psychology, and diffusion of innovation theory. These models' useful applications help businesses create efficient technology adoption strategies, enhance user experiences, and promote successful technology implementations.

Organizations can modify their strategies to overcome certain hurdles and increase the chance of technology adoption by utilizing the information offered by technology acceptance models. For instance, firms can emphasize the technology's perceived utility and simplicity in order to allay users' worries and boost their intention to adopt. Additionally, fostering good social norms and encouraging peer influence can help promote technology acceptance. These methods can be informed by an understanding of the social influence and subjective norms that drive technology adoption.

In addition, the design of user-centered interfaces, simple user interfaces, and efficient training programs can be influenced by technology acceptance models. Organizations can reduce complexity, give crystal-clear benefits and demonstrations of the technology, and foster an environment that encourages technology adoption by taking into account the elements outlined in these models. This can then result in greater productivity, better judgment, and superior organizational performance.

In summary, technology acceptance models offer useful perceptions into the variables affecting people's acceptance and adoption of new technologies. These models help organizations create efficient plans for fostering technology acceptance and adoption by taking into account users' beliefs, attitudes, and behavioral intentions. The theoretical underpinnings of these models are strengthened by the incorporation of cognitive psychology, social psychology, and diffusion of innovation theory. The applications of technology acceptance models enable businesses to enhance user experiences, adopt technology more effectively, and lead successful digital transformations.
