Authors:
Pieter Verdegem
and
Lieven De Marez
Affiliation:
Research Group for Media & ICT (MICT), Ghent University (UGent), Interdisciplinary Institute for Broadband Technology (IBBT), Belgium
Keyword(s):
User research, technology acceptance, Ict appropriation, adoption determinants, usage determinants.
Abstract:
Regarding the ICT industry, we have a fast evolving sector being under pressure due to a growing number of failing innovations. Companies are forced to be the first on the market and for that reason thorough insights in user preferences are indispensable. New technological innovations often fail because too much attention is given to (technical) product-related features without taking into account the most important parameters of user acceptance. In this paper we highlight some theoretical considerations on this matter. First of all, we propose an approach in which more traditional and often scattered vision(s) on adoption determinants are broadened into an integrated framework. The approach should provide a stronger base for better targeting of (new) users of technologies. Second, we elaborate on this by rethinking these determinants with regard to the later adopters. Later adopters (or even non-users) are often ignored in technology acceptance research. However, especially for poli
cy purposes, the understanding of why people do not adopt or do not use ICT is strongly relevant in the light of the development of the information society. Both approaches – focusing towards early as well as late adopters – are illustrated by case studies starting from a common framework. “Consumer research has shown that knowledge about the user tends to be limited … It is quite self-evident that both social and commercial policies will benefit from accurate insight into the different parameters determining the success (acceptance and use) of these technologies according to a user’s point of view.” (Burgelman, 2000: 236)
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