A systems approach to describing the process of individual adoption of IT innovations

Research on the adoption of innovations by individuals has been criticized for focusing on various factors that lead to the adoption or rejection of an innovation while ignoring important aspects of the dynamic process that takes place. Theoretical process-based models hypothesize that individuals go through consecutive stages of information gathering and decision making but do not clearly explain the mechanisms that cause an individual to leave one stage and enter the next one. Research on the dynamics of the adoption process have lacked a structurally formal and quantitative description of the process. ^ This dissertation addresses the adoption process of technological innovations from a Systems Theory perspective and assumes that individuals roam through different, not necessarily consecutive, states, determined by the levels of quantifiable state variables. It is proposed that different levels of these state variables determine the state in which potential adopters are. Various events that alter the levels of these variables can cause individuals to migrate into different states. ^ It was believed that Systems Theory could provide the required infrastructure to model the innovation adoption process, particularly applied to information technologies, in a formal, structured fashion. This dissertation assumed that an individual progressing through an adoption process could be considered a system, where the occurrence of different events affect the system's overall behavior and ultimately the adoption outcome. The research effort aimed at identifying the various states of such system and the significant events that could lead the system from one state to another. By mapping these attributes onto an “innovation adoption state space” the adoption process could be fully modeled and used to assess the status, history, and possible outcomes of a specific adoption process. ^ A group of Executive MBA students were observed as they adopted Internet-based technological innovations. The data collected were used to identify clusters in the values of the state variables and consequently define significant system states. Additionally, events were identified across the student sample that systematically moved the system from one state to another. The compilation of identified states and change-related events enabled the definition of an innovation adoption state-space model. ^

Globalization of the Internet: Convergence or a multicultural community?

The purpose of this dissertation was to investigate cross-cultural differences in the use of the Internet. Hofstede's model of national culture was employed as the theoretical foundation for the analysis of cross-cultural differences. Davis's technology acceptance model was employed as the theoretical foundation for the analysis of Internet use. ^ Secondary data from an on-line survey of Internet users in 22 countries conducted in April 1997 by the Georgia Tech Research Corporation measured the dependent variables of Internet use and the independent variables of attitudes toward technology. Hofstede's stream of research measured the independent variables of the five dimensions of national culture. ^ Contrary to expectations, regression analyses at the country level of analysis did not detect cultural differences. As expected, regression analyses at the individual level of analysis did detect cultural differences. The results indicated that perceived usefulness was related to the frequency of Internet shopping in the Germanic and Anglo clusters, where masculinity was high. Perceived ease of use was related to the frequency of Internet shopping in the Latin cluster, where uncertainty avoidance was high. Neither perceived usefulness nor perceived ease of use was related to the frequency of Internet shopping in the Nordic cluster, where masculinity and uncertainty avoidance were low. ^ As expected, analysis of variance at the cluster level of analysis indicated that censorship was a greater concern in Germany and Anglo countries, where masculinity was high. Government regulation of the Internet was less preferred in Germany, where power distance was low. Contrary to expectations, concern for transaction security. was lower in the Latin cluster, where uncertainty avoidance was high. Concern for privacy issues was lower in the U.S., where individualism was high. ^ In conclusion, results suggested that Internet users represented a multicultural community, not a standardized virtual community. Based on the findings, specific guidance was provided on how international managers and marketers could develop culturally sensitive strategies for training and promoting Internet services. ^