Revisiting the Technology Acceptance Model in the Age of Artificial Intelligence: A Bibliometric Analysis of TAM in Business and Marketing Literature

Authors : Yiğit Yurder

Pages : 497-517

Doi:10.54452/jrb.1615746

View : 126 | Download : 424

Publication Date : 2025-12-12

Article Type : Research Paper

Abstract :This study presents a comprehensive bibliometric analysis of research on the Technology Acceptance Model (TAM) in the marketing and business literature. Publications between 2000 and 2024 were selected from the Scopus database, and keyword concurrency and cluster analysis were performed using VOSviewer. The study is analyzed in three periods (2000-2008, 2009-2017, 2018-2024) to examine the evolution of TAM over time. The results show that in the first period, basic e-commerce and consumer behavior issues were at the forefront, while trust and risk perception gained importance in the second period. The last period emphasizes the increasing role of TAM in innovative areas such as artificial intelligence, cloud computing and financial technology. This study reveals how TAM adapts to current technological developments in the marketing and business context and provides direction for future research.
Keywords : Teknoloji kabul modeli, pazarlama, işletme, bibliyometrik

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