Technology Acceptance and Personal Innovativeness

1
Technology Acceptance and Personal Innovativeness

• Unsworth INFO 310 Monday, April 05, 2004

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Todays Outline

• Technology acceptance and personal innovativeness
  activity
• Activity results and discussion
• Break!!!
• Review and discussion of Bruce, Ch. 2 and
  Argarwal Prasad (1998)
• Response questions
• Explanations for Exercise 1 My Information Need

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Technology acceptance and personal innovativeness
activity

• list examples of significant technological
  developments
• break into 6 groups and examine one of the
  developments addressed in class
• list some economic, social and individual effects
  that this development may have had
• try to identify the early and late adopters and
  how the innovation was introduced and marketed?

4

• Technology and People (Bruce, 2003, Ch. 2)
• A Conceptual and Operational Definition of
  Personal Innovativeness in the Domain of
  Information Technology. (Agarwal and Prasad,
  1998)

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Aspects of technology acceptance behavior

• acceptance and adoption of technologies by
  individuals
• rejection of technologies
• personal innovativeness
• early adopters
• late adopters
• Theory of the Diffusion of Innovations
• Theory of Planned Behavior
• Technology Acceptance Model

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Early Adopters

• opinion leaders and change agents
• personal innovativeness
• global innovativeness
• a characteristic that all individuals possess to
  some degree
• the level of willingness to change
• domain specific innovativeness
• have greater mass-media exposure
• place less reliance on the subjective evaluation
  of information by members of their social system
• cope with higher levels of uncertainty and take
  risks
• require fewer positive perceptions of an
  information technology for adoption (Bruce, p.
  23).

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Late Adopters

• not pejorative
• individuals may be more cautious for any number
  of reasons
• they may have had negative experiences in the
  past
• they may be in socio-economic situations that
  prohibit early adoption

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Theory of the Diffusion of Innovations

• relative advantage
• compatibility
• complexity
• observability
• trialability
• image
• voluntariness of use

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Theory of Planned Behavior (Bruce, 2002 p. 20)
Source Ajzen (1991), p. 182.
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Technology Acceptance Model (Bruce, 2002 p. 22)
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Technology Acceptance and Personal Innovativeness
and the User-Centered Paradigm

• early adopters can be identified and serve as
  change agents
• they can be targeted specifically for marketing
  programs
• early adopters are more likely to accept new
  technology without relying on traditional
  communication sources, eg. friends, newspapers,
  and product reviews

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My Information Need

• Bring two (2) copies of the exercise to class on
  Thursday, April 8, 2004