DIGITAL TRANSFORMATION OF BUSINESS MODELS

MANAGERIAL CONTRIBUTIONS AND EVOLUTIONS FROM THE TECHNOLOGY ACCEPETENCE MODEL

Abstract

The purpose of this article is justified, with the proposal to identify the main managerial implications involved in the evolution of the understanding of the process of digital transformation of business models. The methodology follows the format of a theoretical essay. For this purpose, the analysis of the TAM was carried out, as well as its evolution, having as guiding principles the digital transformation and the business environment. With this conceptual article, it was possible to highlight the digital transformation of businesses based on the evolution of the TAM. It was identified that the models derived from the TAM converge in pointing out the external, organizational, and behavioral factors in the direction of digital transformation. Technology, as well as the precepts of digital transformation, act as means for the most adequate definition for innovative business models, which must primarily be directed and centered on generating value for customers.

In terms of managerial or practical contributions, the study highlights the relevance of focusing on customers. It is essential to identify and meet their requirements and the expectations arising from the perception and desires of these customers for the proper digital definition and business model.