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.