The operationalization and role of social influence in technology acceptance model

In numerous studies of Technology Acceptance Model (TAM), the social influence construct has been operationalized as subjective norm. This study proposes to stretch this construct to include two more constructs: image and visibility. This paper also questions about the paths regarding this comprehensive construct. Due to the controversies regarding the significance of social influence on IS usage, this study taps the possibility that social influence works as an antecedent to PU (Perceived Usefulness) and PEU (Perceived Ease of Use). We could find the significant differences in path coefficients depending on how social influence is operationalized.