An Empirical Assessment of Technology Adoption as a Choice between Alternatives

Ernst Bekkering, Allen C. Johnston, Merrill Warkentin and Mark B. Schmidt
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Ernst Bekkering: Northeastern State University, USA
Allen C. Johnston: University of Alabama Birmingham, USA
Merrill Warkentin: Mississippi State University, USA
Mark B. Schmidt: St. Cloud State University, USA

Information Resources Management Journal (IRMJ), 2009, vol. 22, issue 4, 23-44

Abstract: Technology adoption by individuals has traditionally been regarded by information systems researchers as a choice between adoption and non-adoption of a single technology. With the current diversity of technology alternatives, the adoption decision may be more accurately specified as a choice between competing alternative technologies. The research question may no longer be simply whether technology is adopted, but rather which technology is adopted. The authors illustrate this with a simplified model of choice between two competing technologies, where the second technology is an enhanced version of the first. Their theoretical model is based on Expectancy Theory (ET). Results indicate that system characteristics can be successfully captured in the Valence Model of ET, and effort expectancy in the Force Model. Future research can expand on these results by including more factors in the Valence Model, and by comparing more than two alternative technologies.

Date: 2009
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