Jeoungkun Kim and Heeseok Lee

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Reexamining of Social Influence upon Acceptance
of Information Technology
Jeoungkun Kim and Heeseok Lee 2005/11/24
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Reexamining of Social Influence upon Acceptance
of Information Technology
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Table of Contents
1. Introduction 2. Social influence in
technology acceptance literature 3. Social
influence in Other Domains 4. Network
externality 5. Research Model 6. Research
Administration 7. Analysis Results 8.
Conclusions and Limitations
KAIST Graduate School of Management
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1. Introduction
Technology Acceptance and Social Influence

• In IS field, information system usage has been a
  major research subject.
• TAM (Technology Acceptance Model) one of the
  most influential models
• Inconsistent Researc results MIS domain vs
  Social Psychology, Consumer Behavior Research
• Social forces should not be neglected.

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1. Introduction
TRA and TAM
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1. Introduction
Research Questions

• How does social influence effects on behavior of
  information system adoption and use ?
• What is the key factors that makes difference of
  technology usage behavior pattern in between
  general and information system context ?

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2. Social Influence and Technology Acceptance
Prior Technology Acceptance Studies with Social
Influence
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2. Social Influence and Technology Acceptance
Prior Technology Acceptance Studies with Social
Influence

• Subjective Norm (Normative Social Influence)
• No general agreement on effect of social
  influence
• Conditional effect of Subjective Norm
• Mandatory usage condition
• Pre-adoption stage
• Inexperienced user

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3. Social Influence and Technology Acceptance
Social Influence Research in Social Psychology

• Asch (1955)s Experiment
• Two Types of Social Influence Normative Social
  Influence and Informational Social Influence
  (Deutsch and Gerard 1955).
• Normative Social Influence and compliance
• Informational Social Influence as credible
  information

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Network Externality as Key Information System
Characteristics
4. Network Externality

• Network externality Definition - the value of
  membership to one user is positively affected
  when another user joins and enlarges the network
  (Katz and Shapiro 1994).
• Network externality as a common phenomenon in IS
  domain
• Empirical Confirmation of network externality
  effect
• PC operating systems/video game hardware
  (Schilling 2002)
• PC package software such as spreadsheet and word
  processor (Brancheau and Wetherbe 1990,
  Brynjolfsson and Kemerer 1996, Gandal 1994).
• Network externality gives utility increase to
  dominant technology adopters.

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5. Research Model
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Conceptual Definitions, Attributes, and Sources
5. Research Model
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Survey Administration
6. Research Administration

• Target System Wordprocessor and Internet
  Messenger
• 191 questionnaires were collected.
• 184 questionnaires for final analysis (outliers
  and incomplete questionnaires were excluded ).
• 7 point Likert-scale

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Sample Characteristics
6. Research Administration
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Regression Result on Behavioral Intention
7. Analysis Result
Regression Result on Perceived Usefulness
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Conclusions
8. Conclusions And Limitations

• Informational social influence is critical in
  information technology adoption because of its
  complexity and network externality. People tend
  to use it as an important judgment basis for
  information technology adoption behaviors.
• Perceived network externality reinforces the
  effect of informational social influence on
  behavioral intention and perceived usefulness.

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Limitations
8. Conclusions And Limitations

• Generalizability problem Both target systems
  word processor and internet messenger- posit high
  network strength. This limits the
  generalizability of the study.
• Sample representativeness Most respondents are
  in their twenties and thirties. Therefore, our
  study results may not be generalized to whole
  users.

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Thank You
KAIST Graduate School of Management CIS Lab. Kim
jeoungkun November.24.2005
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Construct Reliability and Validity
Appendix