ProjMAN - International Conference on Project MANagement.

TAM FOR BUSINESS

INTELLIGENCE
SYSTEMS:
PRELIMINARY
RESEARCH
Mirjana Peji Bach, Amer eljo, Jovana
Zoroja
Faculty of Economics and Business Zagreb, Croatia
University of Sarajevo, Bosnia and Herzegovina

October, 5-7 2016, Porto, Portugal

CONTENTS
Introduction
Literature review
Conceptual framework
Research Methodology
Conclusion

INTRODUCTION
Technology Acceptance Model (TAM) based on the theory of reasoned
action, explores the relationship
between

perceived usefulness,
perceived ease of implementation,
intentions to implement,
actual system implementation

The Goal of the

Paper
to discuss a framework for investigating
the adoption of business intelligence
systems (BIS) in companies, from the
technology acceptance model perspective
We propose a research framework based
on the TAM that is expanded using the
concepts of a technology-driven strategy,
information quality and project
management in companies

LITERATURE REVIEW
Business Intelligence Systems (BIS)
Modern organizations generate a huge amount of information,
transformation of useful information into knowledge leads to a
higher competitive advantage.
Business intelligence (BI) comprises a set of tools to transform
data into information to support decision-making, in other words,
the BI refers to the set of methods for knowledge discovery from
data using a set of analytical techniques, e.g. data mining.
Data mining methodology present one of the most popular BI
techniques for analysing large amounts of data used in BIS

The main goal of the BIS is to

provide information that is
business-driven and resultsoriented

LITERATURE REVIEW
Technology Acceptance Model for Business
Intelligence Systems

There are three major factors proposed as a motivation for an adopter to

use a system:

perceived ease of use (PEU),

perceived usefulness (PU),
attention to use.

TAM focuses on behavioural intention in the process of adoption of

information systems.
Davis (1989) used the first refined
version of TAM and found that both the
PEU and the PU have a direct influence
on intention to use (ITU) which eliminated
the previous attention to use factor
Venkatesh and Davis (1996) gave the
final version of the TAM used widely in
information systems research

CONCEPTUAL FRAMEWORK

The conceptual
framework
investigates the TAM
related research
propositions,
technology driven
strategy related
research
propositions,
information quality
related research
propositions, and
project management
related research
propositions.

Technology
Driven Strategy

RP4

Perceived
Usefulness of
BIS

RP5

Information
Quality

RP1

BIS
Implementation

RP3
RP6
RP2

Change
managemenent
IT Project
Management
Knowledge
Sharing

RP7

Perceived Ease of
Implementation of
BIS

Fig. 1. Proposed Research model

CONCEPTUAL FRAMEWORK
Technology adoption model related
research propositions

The two most important determinants of system usage and intention are
perceived usefulness (PU) and perceived ease of implementation (PEU)
Since previous research has indicated that both the PU and the PEU have a
direct impact on the ITU (intention to use) of the technology in general,
such as ERP (e.g. Pasaoglu, 2011), as well as on the modules of the BI,
such as the OLAP (e.g. Hart, 2007) and data mining (e.g. Wook et al.,
2015), these relationships will be needed in the context of the BIS adoption
Based on the model, the following research propositions that emerge from
the original TAM model were defined:
RP1: Perceived Usefulness of the BIS positively influences the BIS
Implementation
RP2: Perceived Ease of Implementation of the BIS positively influences
the BIS Implementation
RP3: Perceived Ease of Implementation of the BIS positively influences
Perceived Usefulness of the BIS

CONCEPTUAL FRAMEWORK
Technology-driven strategy related
research proposition

The technology-driven strategy is defined by Gatignon and Xuereb (1997) as

the development, integration and the usage of new technologies in new
products and services development.
Recent research has demonstrated that the technology driven-strategy has a
strong impact on the development of information technology capabilities.
The direct influence of the technology-driven strategy on the perceived
usefulness of the BIS will be tested with the proposition:
RP4: Technology-Driven Strategy positively influences Perceived
Usefulness of the BIS

CONCEPTUAL FRAMEWORK
Information quality related research
proposition

Information quality and organizational factors affect users satisfaction with

technology and consequently influence beliefs about using it.
The effect of information quality on the PU and the PEU has been tested by
Kuo and Lee (2009), and they found that information quality has an
influence on the adoption success by positively impacting usefulness and
perceived ease of implementation.
Direct influence of the information quality on the PU and the PEOI of the
BIS will be tested with the following research propositions:
RP5: Information Quality positively influences Perceived Usefulness of the
BIS
RP6: Information Quality positively influences Perceived Ease of
Implementation of the BIS

CONCEPTUAL FRAMEWORK
Project management related research
propositions

Gyampah and Salam (2004) have extended the TAM in the areas of
project communications and training and shared beliefs.
Their findings suggest that training and communication in the aspect of
project communication influence the TAM since perceived usefulness
and perceived ease of use contribute to behavioural intention to use the
technology.
This leads us to the following research proposition that emerges from
the impact of project management on the perceived ease of
implementation:

RP7: Project Management positively influences Perceived Ease of

Implementation of the BIS

CONCEPTUAL FRAMEWORK
Project management related research
propositions

Law and Ngai (2007) suggest a successful business process change, user
support and involvement, and expertise of vendors as critical success
factors in the ERP projects.
Markus (2004) and Gu (2014) suggest that managing organizational
change is critical for a successful IT project implementation.
Al-Zyaat et al. (2009) concluded that knowledge sharing enables a project
team to reduce doing rework and compresses the time that it takes to plan
projects.
They also stated that providing the "right knowledge" to the "right
person(s)" at the "right time" allows for greater control over the project
throughout the project's lifecycle by reducing uncertainty.
Research propositions that emerge from these relationships are:
RP8: Change Management positively influences Project Management in
companies
RP10: Knowledge sharing positively influences Project Management in
companies

RESEARCH METHODOLOGY

Table 1
Research
instrument
(Likert (1-7))

RESEARCH METHODOLOGY

Survey questions were stated as closed questions, and the Likert scale
which measures the respondents level of agreement with specific
statements at the scale from 1 to 7 was used.

Statistical methods: factor analysis, Cronbachs alpha test, and path

analysis

The survey sample will be based on the stratified sample that would
consist of 100 companies from the USA. Medium and large companies
will be defined as a sample framework

The research is planned to be conducted on the sample of American

medium and large companies, since the USA is one of the countries
with the most developed usage of the BIS

The sample size of 100 companies will allow us to form two stratums
according to the company size: 50 large and 50 medium companies

Members of these companies should be full time employees in strategic

managerial positions, middle management (including technical
positions), and should be the decision makers on implementation of BIS

CONCLUSION
Contributions
1.

Factors that influence the acceptance of the BIS in companies that have already
implemented and use some or all modules of integrated information systems will
be examined in order to enrich scientific literature in the area of BIS adoption.
The Technology Acceptance Model will be extended in the fields of the
technology-driven strategy, information quality and project management in
companies.

2.

The current level of usage of the BIS will be measured in American companies,
thus providing new information about the current level of implementation.

Practical implications
. Findings and results could have future practical implications for the IT project
management teams, management strategies towards future implementations of
the BIS and end users perspective on the usage of the BIS, as well as for the
technology-driven strategies.

. In the sense of the BIS solutions development, the study could also have
practical implications for future planning and design of the BIS solutions,
with regard to the major determinants of their adoption in organizations.

THANK YOU!