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UBC Theses and Dissertations

An examination of the implementation of information technology for end users : a diffusion of innovations perspective Moore, Gary C.


In recent years, the diffusion of end-user oriented Information Technology (IT) within organisations has met with mixed success. The reactions to this technology, which can be considered to be an innovation in the workplace, range from enthusiastic adoption to hostile rejection, and are typical of the reactions to innovations in general. Nevertheless, because this IT is an integral part of many organisations' plans, organisations must have a good understanding of the factors which may influence its use. The purpose of this research is to develop and test a model outlining potential factors and their inter-relationships. Because personally using IT can be viewed as an innovative behaviour, two areas of prior research were used to develop the research model. First, the Diffusion of Innovations model (Rogers, 1983), postulates that adoption of an innovation is dependent upon several perceptions one has of the innovation. Second, the Theory of Reasoned Action (Fishbein and Ajzen, 1975), posits that behaviour in general is motivated by an individual's attitude towards carrying out the behaviour, and his subjective norms. These norms are based on what one thinks that others expect one to do. These two theories were melded into a general research model to investigate the central research questions: 1. What are the users', and non-users', underlying perceptions of personally using IT? 2. Do any of the above perceptions dominate? If so, which are they, how are they linked, and how do they affect the decision to personally use IT? 3. What are the effects of others' expectations about one's using IT on one's decision to use, or not use, IT? Items to measure the perceived characteristics of innovating, the subjective norms, and innovative behaviour was developed and administered in a cross-sectional survey to 540 individuals in seven organisations. Three data analysis approaches were used, including a comparison of adopters and non-adopters of IT, regression analysis, and structural equation modelling (LISREL). The analysis results provide support for the general model, and six of the seven specific research hypotheses. Usage of the technology was found to be highly correlated with one's attitudes and subjective norms, and the determinants of attitude were consistent with diffusion theory.

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