Applying Technology Acceptance Model to E-recruitment

Context
Abbas Monavarian
Associate Professor, Faculty of Management, University of Tehran, Iran

Kia Hadji Abootorab Kashi

MSc. in Human Resource Management, Faculty of Management, University of Tehran, Iran

Hamid Ramin-mehr
PhD student in Organizational Behavior, Shahid Beheshti University, Tehran, Iran

Paper Code: 32769

Abstract:
Nowadays, online recruiting has become a major recruitment tool for many organizations.
However, little is known about jobseekers' reactions to this new technology. This article uses
Technology Acceptance Model as the core research framework to identify factors influencing
applicants' intentions in using organizations' recruitment websites. Data gathered from 332 job
applicants at System Group Corp. show perceived usefulness and perceived ease of use as core
constructs of TAM model are two main factors that predict jobseekers' behavioral intentions to
use recruitment websites. The paper provides an insight for HR practitioners on the effective use
of e-recruitment website and the strategy to attract potential job seekers for employment.
Keywords: E-recruitment, Technology Acceptance Model, Perceived Usefulness,

Perceived Ease of Use

1. Introduction:
Today, the Internet is a popular method to recruit potential employees; with over 90% of Fortune 500
companies using some form of online recruiting (Feldman & Klaas, 2002). Job seekers are also conducting
their searches online; with over 52 million Americans have used online job searches (Jansen, Jansen, and
Spink, 2005). Online recruiting and hiring as a business tool has not only changed the way companies recruit
employees and how job seekers search for jobs, it has also impacted both parties involved.
Although current trends point to the growing importance of organizational recruitment and organizational
web sites as key components of strategic human resources, little is known about how web sites affect
applicant attraction (Cober et al., 2004). More specifically, very little is known about the factors through
which organization's web sites influence individuals intentions to use e-recruitment. In fact, recruitment
research has been criticized in the past both for not being sufficiently theoretical (Barber, 1998) and for
failing to consider issues that are important to organizations (Rynes, 1991).
If the effectiveness of an organization's web site in attracting potential employees is considered to be a
crucial determinant of an organization's ability to generate qualified applicants (Willianson et al., 2003),
identifying the factors that influence jobseekers' attraction to organization website has to be a high priority.

This fact was highlighted by a recent study of college students reporting that 26% of students rejected
potential employers from job search consideration because of the poor design of their web sites (Karr, 2000).
This paper attempts to use Technology Acceptance Model (TAM) introduced by Davis, (1989) as one
of the most successful models explaining the user/technology adaption to identify some factors influencing
jobseekers' behavioral intentions in using e-recruitment websites. The findings of the current paper not only
provides an insight for managers on the effective use of organizations' recruitment websites but also, by
providing a sound theoretical framework, would help to eliminate the shortcomings associated with former
studies in the area of online recruitment.
To begin our discussion, we first review the existing online recruitment literature. We then explain
Technology Acceptance Model as our research framework, and introduce the related hypotheses. Finally, we
explain the practical implications of the research, as well as our study limitations.

2. Literature Review
Nowadays, one of the newest methods to identify potential employees is e-recruitment technology. Without a
doubt, internet and information technology have influenced many aspects of human resource management,
however, the recruitment have been the most exposed processes to these influences. In fact, internet has
replaced most internal and external recruitment methods. In 1989, 29 percent of Fortune 500 companies used
their website to recruit new employees. Today, more than 88 percent of these companies use e-recruitment
38 percent of them only use online recruitment method (McConnell, 2002).
The term online recruitment (OR), e-cruiting , cybercruiting, or Internet recruiting, imply the formal
sourcing of job information online (Galanaki, 2002). It is fairly a new practice. The first references to erecruitment appear in articles of the mid-1980s (Gentner, 1984; Casper, 1985), while systematic reference to
the e-recruitment in the HR journals begins almost a decade later, in the mid-1990s, when IT companies and
universities begin to use internet extensively.
Due to novelty of the term, different authors have different concepts of what online recruitment consists
of (cf., CIPD, 1999). In this paper we take a view on e-recruitment that has been promoted by Borstorff et al.
(2006, p. 9): "Online recruiting is the process of recruiting through company websites or commercial job sites
that promotes employment opportunities and retrieves potential employee information".
There are two general methods of Internet recruitment (Kroustalis, 2009). One method is the use of job
boards (e.g., Monster.com), which essentially function like newspaper advertisements on the web. That is,
general information about job openings at various organizations are posted in much the same way that
organizations post job advertisements in the employment sections of newspapers. While job boards provide a
searchable centralized repository for information about available positions, typically they do not provide
much additional information over and above that found in traditional recruitment media.
In contrast, a second method of Internet recruitment, dedicated 'careers' sections embedded within
organizations' main websites, provide much more information compared to traditional recruitment media and
Internet job boards. The 'careers' sections of organizations' official websites typically not only provide
information about current open job positions within the organization, but also information regarding the
culture of the organization, organizational policies, mission and value statements, employee testimonials, and
information regarding benefits, rewards, and organizational programs and initiatives (Cober et al., 2000). The
additional information beyond what is typically provided by traditional recruitment media and job boards
may increase viewers abilities to identify the culture of the organization. If job seekers can gather this type
of information from the recruitment website, they can use it to better assess their fit with the organizations
culture and how attracted they are to the organization before they make a decision to apply. This will
ultimately benefit both the organization and the job seeker.

Despite evidence that company recruitment web sites are an important means by which individuals
initially gather information about prospective employers, we are aware of only a few theoretically grounded
studies that have examined factors that influence jobseekers' intentions to use organizations' recruitment
websites (e.g., Anderson, 2003; Cober et al., 2004; Williamson et al., 2003). Cober et al., (2000) developed a
conceptual model of how structural model of the recruitment website can influence website effectiveness. In
the same line, Dineen et al., (2002) examined how the level of person-organization (P-O) fit feedback,
provided by organizations' recruitment websites, can influence job applicants' perception of organizational
attraction.
Although, these researches provide important information about how firms can use recruitment websites
to attract more applicants, the need to introduce a more theory-driven explanation of e-recruitment adoption
and factors influencing jobseekers' behavioral intentions to use organizations' recruitment websites is felt
(Barber, 1998).
The present study attempts to address this issue by applying the highly validated Technology Acceptance
Model (TAM), and its core constructs, developed by Davis (1989) as the research framework to analyze and
understand e-recruitment adoption.

2.1. Technology Acceptance Model (TAM)

In IT literature, the TAM is the most influential model use to measure technology acceptance. This model is
the extension of Ajzen and Fishbeins Theory of Reasoned Action (TRA), by Fred Davis and Richard
Bagozzi (Bagozzi et al., 1992; Davis et al., 1989) to explain the computer-usage behavior. The main purpose
of TAM was: to provide an explanation of the determinants of computer acceptance that is generally, capable
of explaining user behavior across a broad range of end-user computing technologies and user populations,
while at the same time being both parsimonious and theoretically justified (Davis et al., 1989, p. 985).
Numerous empirical studies have found that TAM consistently explains a substantial proportion of the
variance (about 40%) in usage intentions and behavior (Venkatesh and Bala, 2008), and TAM compares
favorably with alternative models such as the Theory of Reasoned Action (TRA) and Theory of Planned
Behavior (TPB) (Venkatesh and Davis, 1996). As of December 2007, the Social Science Citation Index listed
over 1,700 citations to the two journal articles that introduced TAM (Davis, 1989; Davis et al., 1989).
TAM theorize that an individual's behavioral intention to use a system is determined by two beliefs:
perceived usefulness, defined as the extent to which a person believes that using a system will enhance his or
her job performance, and perceived ease of use, defined as the extent to which a person believes that using a
system will be free of effort (Venkatesh and Davis, 1996). According to TAM, perceived usefulness is also
influenced by perceived ease of use because, other things being equal, the easier the system is to use the more
useful it can be(Venkatesh and Davis, 1996).
Many researchers' empirical studies have replicated and tested the model under different conditions for
TAM's extended variables as general measures by explicitly including IT acceptance variables (e.g., Davis et
al., 1992; Compeau and Higgins, 1995; Ma and Liu, 2004). However, Davis et al. (1989) TAM assumes that
perceived ease of use and perceived usefulness are of primary relevance for computer acceptance.
In the next section, with a full introduction of these two core constructs of TAM - perceived ease of use
and perceived usefulness the research hypotheses are presented and the research framework is explained.

2.1.1. Perceived Usefulness (PU)

Perceived usefulness is defined here as "the degree to which a person believes that using a particular system
would enhance his or her job performance." Within an organizational context, people are generally reinforced
for good performance by raises, promotions, bonuses, and other rewards (Pfeffer, 1982). A system high in
perceived usefulness, in turn, is one for which a user believes in the existence of a positive use-performance
relationship.

Organizations' recruitment websites often support jobseekers with comprehensive job information
including, salary information, benefits, rewards, and organizational programs (Cober et al., 2000). Perceiving
system usefulness as antecedent of e-recruitment utilization, such as using these information and tools to
enhance the effectiveness of job application, would draw the attention of many employed jobseekers into
adopting the technology for job search (Tong, 2008).

2.1.2. Perceived Ease of Use (PEU)

Perceived ease of use, in contrast, refers to "the degree to which a person believes that using a particular
system would be free of effort." This follows from the definition of "ease": "freedom from difficulty or great
effort." All else being equal, we claim, an application perceived to be easier to use than another is more likely
to be accepted by users. On the contrary, a complex system, that is difficult to use, is less likely to be adopted
since it requires significant effort and interest on the part of the user (Teo, 2001). As perceived ease of use
has an inverse relationship with the perceived complexity of use of the technology, it affects perceived
usefulness. TAM thus posits that perceived usefulness is influenced by perceived ease of use (SanchezFranco and Roldan, 2005).
Similarly, in the e-recruitment context, jobseekers would prefer the system if it is easy to use compared to
other methods of job applications.

2.1.3. Behavioral Intention

Bagozzi et al. (1992), believe that new technologies (e.g., recruitment websites) are complex, making users
to be uncertain about the successful adoption of them. Thus, people form attitudes and intentions toward
trying to learn to use the new technology prior to initiating efforts directed at using (Tong, 2008). SanchezFranco and Roldan (2005) study found that the relationship between perceived usefulness and behavioral
intention was strong among goal-directed users. Consequently, this study relates PEOU to PU and PU to BI
with the following hypotheses:
H1: Perceived Ease of Use (PEU) positively influences Perceived Usefulness (PU) in Erecruitment adoption.
H2: Perceived Usefulness (PU) positively influences Behavioral Intention (BI) to use
organization's e-recruitment website.
Therefore, given empirical tested studies of modified TAM and the significant causal link among the
three constructs by previous researchers, the author attempts to use Structural Equation Modeling (SEM) to
test these highly validated studies with PEOU, PU, as independent variables and BI as the dependent variable
for this study. The research framework is also illustrated in Figure 1.

Perceived Usefulness
(PU)

H2

Behavioral Intention to
use (BI)

H1
Perceived Ease of Use
(PEU)

Technology Acceptance Model in e-recruitment Context

Figure 1. Research framework for jobseekers e-recruitment technology adoption

3. Method
3.1. Participants
The participants of the study were 347 applicants for System Group Corp. While having more than 1200
employees, System Group Corp. is considered to be the biggest active organization in manufacturing
software technologies in Iran. The data was gathered in a two-month period, during which 421 applicants
logged on to the organization's website. From among these applicants, 347 questionnaires were gathered by
the researcher, and at the end, a number of 332 questionnaires were analyzed (response rate 82%). The
respondents of the study included 63 percent male, 73 percent single, and the majority of them ranged
between 21 to 25 years old. Participation was completely anonymous and on a voluntary basis.

3.2. Procedure
The researchers did not have access to the actual application data due to stringent privacy regulations. Rather,
data on the measures were collected using an online questionnaire that was administered subsequent to the
online application procedure. we will first describe the data that were collected as part of the application
procedure followed by a description of the research questionnaire.

3.2.1. Application Procedure

Applicants could search for positions on the System Group official website. Here, candidates could find
general information on the organization and its conditions of employment. More specifically, information
could be found on the organizations culture, structure, development opportunities, and benefits.
All applicants had to fill out an online form after they had accepted a privacy statement. The form
consisted of information on contact details, date of birth, gender, education, and qualifications obtained from
college, work experience, and skills. In addition, applicants had the opportunity to give additional
information and to upload personal documents such as a curriculum vitae.

3.2.2. Research Questionnaire

After completion and submission of the online application, a questionnaire was presented in a pop-up
window on a separate web page. This questionnaire was also accessible via a link which could be found in an
email confirming the receipt of the applicants online application. The confirmation email was sent
immediately after the online application had been submitted. A short introductory text accompanied the link
to the online survey.

3.2.3. Measures
The questionnaire was preceded by a short introductory text. Anonymity and confidentiality of the
participants responses were emphasized. It was explicitly mentioned that responses could not affect the
selection process in any way and that the company did not have access to individual responses. It took
respondents approximately 5 min to complete the questionnaire. The questionnaire was offered in both Farsi
and English languages. Translations were made from English to Farsi, which were checked by native
speakers. All responses were assessed on the following five-point Likert scale (1=completely disagree,
3=neutral, and 5= completely agree), with the exception of items on general background information. The
questionnaire was consist of 18 items.
To assess behavioral intentions (BI) the measure of Tompson et al., (2008) were obtained. This construct
was assessed by five items. Example item is "I would like to work for this organization". Perceived ease of
use and perceived usefulness each assessed using five (Williamson et al., 2003) and eight (Palmer, 2002)

items scales, respectively. Where applicable, the original wording 'computerized process' was replaced by
'online application process' for consistency throughout the questionnaire. Example items are "My interaction
with online application processes was clear and understandable"; and "The organization's recruitment website
provides all the information required to apply for job". At the end of the survey, space was provided for
remarks or suggestions and respondents were thanked for their participation.

4. Analysis
The descriptive characteristics of the sample (Table 1) were assessed using SPSS 11.0 statistical package,
based on the guidelines provided by Dimitriadis (2003). The research model (Figure 1) was tested using
structural equation modeling (SEM) using LISREL 8.7. As it has been suggested, the structural equation
approach has several advantages over traditional analyses (Bagozzi and Yi, 1989).
Data were analyzed using the two-step approach suggested by Anderson and Gerbing (1998) and. In the
first step, a confirmatory factor analysis (CFA) was performed, which helps assess the adequacy of the
measurement model (Chang, 1998), or in other words, "[. . .] the measurement models (or confirmatory
factor models) specify how hypothetical constructs are measured in terms of the observed variables" (Lin and
Lee, 2004). In the second step of the data analysis, the structural model is tested using SEM; structural
equation models specify causal relationships among latent variables (Lin and Lee, 2004).
Table 1. Correlation Matrix of latent constructs
Variable

Mean

SD

PEU

Perceived Ease of Use (PEU)

3.58

1.06

Perceived Usability (PU)

4.02

0.50

0.84*

0.97

Behavioral Intention (BI)

2.91

0.66

PU

BI

0.74*

Note: Significant at the p < 0.05

5. Results
3.3. Measurement Model
3.3.1. Content Validity
An instrument can be valid on the grounds of the content of the measurement items (Straub, 1989). As Bock
and Kim (2002) explain, content validity is related to how representative and comprehensive are the items
that are used to create a scale. In this study, the content validity is confirmed following an extensive review
of the job search and e-recruitment literatures.

3.3.2. Construct Validity

Construct validity is actually an operational issue: "[. . .] it asks whether the measures chosen are true
constructs describing the event or merely artifacts of the methodology itself" (Straub, 1989). There is a large
number of aspects regarding construct validity offered by the psychometric theory (Bagozzi et al., 1991).
Construct validity of an instrument can be tested in terms of convergent and discriminant validity (Straub,
1989). In this study, construct validity is assessed through confirmatory factor analysis (CFA).

Convergent validity was tested by examining the factor loading of each construct (item) using CFA. The
results of the measurement model fit are summarized in table 2. In more detail, factor loadings ranged from
0.36 (PU4) to 0.92 (PU6), all of them exceeding the recommended cut-off value of 0.5, suggested by Straub
(1989), for a sample of 332 observations at a 0.05 level of significance ( p< 0.05). It should also be noted
that, there are suggestions in the literature of accepting a threshold of 0.35 for factor loadings (Ryu et al.,
2003).
Table 2. Measurement model fit
Latent construct
Behavioral Intention (BI)

Perceived Ease of Use (PEU)

Perceived Usefulness (PU)

Item

Factor Loading

Composite Reliability

BI1
BI2
BI3
BI4
BI5

0.54
0.51
0.60
0.79
0.39

0.7912

PEU1
PEU2
PEU3
PEU4
PEU5

0.68
0.82
0.70
0.41
0.55

0.8693

PU1
PU2
PU3
PU4
PU5
PU6
PU7
PU8

0.48
0.76
0.63
0.36
0.69
0.92
0.87
0.82

0.8152

Note: Factor loadings are from CFA

Composite reliability helps assess the internal consistency of the measurement model (Chatzoglou and
Vraimaki, 2009). There are many propositions in the relative literature regarding the reliability measures.
Chin (1998) suggests that 0.7 should be the recommended value for a reliable construct value, while Bagozzi
and Yi (1988) recommend the benchmark of 0.6. In this study, the composite reliability of the latent
constructs exceeds even the highest of the above recommended cut-off values (0.8), apart from BI that is only
marginally below (0.7912).

3.3.3. Overall Model Fit

The overall model fit was assessed using four common fit measures from two perspectives: absolute fit and
comparative fit (Ryu et al., 2003). In more detail, the absolute fit measures used in the evaluation of the CFA
model are: 2/df (root mean square error of approximation), and goodness-of-fit index. Comparative fit index
was used to measure comparative fit. Table 3 summarizes the overall fit indices of the CFA model. The CFA
indicated that the measurement model fitted the data to a very satisfactory level, as all fit indices are above
commonly accepted levels.
Table 3. Overall fit of the CFA model
Model-fit Index

Scores

Recommended Value

2/df

1.77*

1 < 2/df < 2

Root mean square error of approximation (RMSEA)

Goodness-of-fit index (GFI)
Comparative fit index (CFI)

0.024**
0.932**
0.986**

< 0.1
> 0.9
> 0.9

Notes: * Marginal; ** Accepted

3.4. Hypotheses Testing Results

H1 and H2 proposed a positive influence of perceived ease of use (PEU) on perceived usefulness (PU) and a
positive influence of PU on behavioral intention (BI) to use organization's recruitment website, respectively.
As shown in table 4 The resultant coefficients indicate that PEU has the strongest affect on PU (path
coefficient: 0.82), followed by direct affect of PU on BI (0.71). Both path coefficients were significant at the
p < 0.05 level. These results seem to support previous studies, which indicate a positive direct effect of
perceived usefulness, as well as, indirect effect of perceived ease of use as the main constructs of TAM
on behavioral intention to adopt new technology (e.g., Venkatesh and Davis, 2000; Sanchez-Franco and
Roldan, 2005; Tong, 2008). This suggests that these two constructs can be among the most important factors
which influence jobseekers' intention to use organizations' websites and even following employment
decisions.
Table 4. Hypotheses testing results
Hypotheses
H1

Path
PEU PU

H2
PU BI
Note: * Significant at the p < 0.05

Path Coefficient

Remarks

Positive Supported

Positive Supported

0.82
0.71

6. Discussion and Managerial Implication

In the final model of the study, perceived usefulness and perceived ease of use have strong path coefficients
( 0.71 and 0.82 respectively) in relation with behavioral intentions. Thus, from a causal point of view, the
results of structural equation modeling confirm a strong causal relation between PEU and PU in one hand,
and PU and BI on the other hand. The linear relation between PU and BI suggests that the perceived
usefulness construct has a direct positive effect on applicants' behavioral intentions to use recruitment
websites. These findings are in line with those found in the latest studies done by Igbaria et al., 1996; Chau,
1996; Venkatesh, 2000 suggesting that PU is considered to be a more crucial factor in technology
acceptance than the PEU.
Cober et al. (2003) suggest that the utility of interactive tools such as organizations' recruitment
websites depends on the extent to which their design positively affects user access to valued information
(i.e., usefulness). Although usefulness is a perception, as suggested by Agarwal and Venkatesh (2002), it is
possible to identify those system features that contribute to a users perception of website usefulness.
Cober et al. (2003) believe the following system feature considerations could be helpful to design a
recruitment website that is perceived useful by job applicants: first, a recruitment website should be designed
in a way that at any given time, job applicants would be able to determine where they are on the website,
where they have been, and where they can go (Neilson, 2000); second, feedback mechanisms for applicants
and the availability of response from the website are required for the website (Palmer, 2002); and finally, in
e-recruitment context, organizations must consider the wide variety of information job seekers require and
desire and ensure that it is made easily available (Palmer, 2002).
Perceived ease of use (with a path coefficient of 0.82) has strong causal relation with perceived
usefulness. In literature, the original model of TAM reports a stronger relation between these two constructs

(Davis, 1989). In addition, many past studies have found a significant positive relation between PEU and PU
(Sanchez-Franco & Roldan, 2005; Ma & Liu, 2004; Teo, 2001). In this regard, identifying factors that
influence applicants' perceived ease of use can help organizations to attract prospective employees. For
example, Computer Self-Efficacy has found to be an important factor influencing PEU (cf., Yi and Howang,
2003; Chau and Hu, 2001; Igbaria et al., 1995; and Venkatesh and Davis, 1996). Computer self-efficacy is
defined as individuals' beliefs about their abilities to competently use computers (Compeau and Higgins,
1995). A simple and user-friendly design of the recruitment website, the presence of users' guide, and stepby-step help support are among the factors that foster CSE and eventually can cause PEU to increase.
Some studies also indicate perceived stress as a determinant of perceived ease of use in e-recruitment
adoption (Easten and LaRose, 2000; Tong, 2008). Eastin and LaRose (2000) defined stress encountered
while using the internet is the number of stressors encountered while online. Having trouble getting on the
internet, the difficulty to complete the e-application forms, resume update reminder and computer freezes up
are common examples (Tong, 2008). It is obvious that eliminating these sources of stress could increase PEU
and consequently boost applicants' behavioral intentions to use e-recruitment websites.

7. Limitations and Directions for Future Researches

The present study is among the first attempts to examine a theory-driven explanation of e-recruitment
adoption. However, as it only uses two main constructs of technology acceptance model (PU and PEU), the
study fails to provide a comprehensive framework of factors influencing jobseekers' behavioral intentions to
use organizations' recruitment websites. Many past TAM studies replicated and tested the model under
different conditions for TAM's extended variables as general measures by explicitly including IT acceptance
variables, such as extrinsic and intrinsic motivators (Igbaria et al., 1995; Davis et al., 1992), computer selfefficacy (Agarwal et al., 2000; Compeau and Higgins, 1995). In future e-recruitment researches, the same
needs to be done to reach a better explanation of e-recruitment adoption.
Moreover, while the results of our study suggest that perceived ease of use and perceived usefulness
influence behavioral intentions to use organizations' recruitment websites, we did not measure applicants'
actual job pursuit behaviors. There is considerable evidence to indicate that measures of applicant attraction
relate to actual job pursuit behaviors (e.g., Cable & Judge, 1996; Turban et al., 1995), however, this study
could be enhanced by the inclusion of objective measures of job pursuit behavior.
Furthermore, although respondents were assured that their responses were treated confidentially and
anonymously by researchers, it remains questionable if results were affected by socially desirable response
tendencies. However, this is unavoidable in the context of a real-life website for organizational recruitment.
Despite these limitations, our research has several strengths. This study is among the first to examine how
technology acceptance model can identifies factors influencing e-recruitment adoption. In addition, our
finding that applicants' behavioral intentions to use recruitment websites can be explained by individuals'
perceptions of website usefulness and ease of use suggests that theory and practice related to organizational
web-based recruitment can benefit from an understanding of information technology research. Finally, as
mentioned earlier, the current study was performed in a genuine recruitment situation where we had a unique
opportunity to be able to evaluate the impact of perceived ease of use and perceived usefulness during the 2month period that this study remained live on the System Group Corp. recruitment website. As a result,
findings of the research can be better generalized to real-life situations where organizations use their websites
as a recruitment tool.

8. Conclusion

In today's competing world, the success of recruitment efforts in organizations is bound with attracting an
appropriate group of qualified job applicants using the least possible sources. E-recruitment as a growing
recruitment tool is not an exception. Therefore, identifying factors that influence e-recruitment success in
attracting the qualified group of applicants should be a high priority. Using a TAM model in the area of erecruitment, this study tried to identify two of the most influential factors on the applicants' behavioral
intentions to use organization recruitment website and the consequent employment decisions.

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