Perceived critical mass and the adoption of a communication technology
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Perceived critical mass and the adoption of a communication technology Craig Van Slyke1, Virginia Ilie2, Hao Lou3 and Thomas Stafford4 1
Management Information Systems, College of Business Administration, University of Central Florida, Orlando, FL, U.S.A.; 2Department of Accounting and Information Systems, School of Business, University of Kansas, Lawrence, KS, U.S.A.; 3Management Information Systems, College of Business, Ohio University, Athens, OH, U.S.A.; 4Fogelman College of Business and Economics, The University of Memphis, Memphis, TN, U.S.A. Correspondence: Craig Van Slyke, Management Information Systems, College of Business Administration, University of Central Florida, PO Box 161400, BA1-325F, Orlando, FL 32816-1400, U.S.A. Tel: þ 1 407-823-4149; Fax: þ 1 407-823-2389; E-mail: [email protected]
Abstract Computer-based communication technologies are increasingly important to personal and organizational communication. One important factor related to the adoption and diffusion of communication innovations is critical mass. Critical mass influences the adoption and diffusion of interactive communication innovations, both through network externalities and through sustainability of the innovation. Unfortunately, critical mass is difficult to measure and is typically only demonstrable after the critical mass point has been reached. Potential adopters’ perceptions of critical mass also may be important to adoption decisions. In this paper, we extend this thinking using a synthesis of the Theory of Reasoned Action and Diffusion of Innovation theory by developing a research model. The model is empirically tested using survey data that are analyzed using partial least squares. The focal innovation is instant messaging. Results indicate that perceived critical mass influences use intentions directly and through perceptions of the characteristics of the innovation. The perceived innovation characteristics impact attitude toward use, which in turn impacts use intentions. The model predicts a sizable and significant portion of both attitudes and use intentions. Further, perceived critical mass is able to explain a significant portion of the variance in each perceived innovation characteristic. Implications for research and practice are discussed. European Journal of Information Systems (2007) 16, 270–283. doi:10.1057/palgrave.ejis.3000680 Keywords: adoption; acceptance; Theory of Reasoned Action; Diffusion of Innovation; instant messaging
Introduction
Received: 21 January 2005 Revised: 23 September 2005 2nd Revision: 27 June 2006 3rd Revision: 13 February 2007 Accepted: 30 March 2007
Understanding factors that influence individuals’ intentions to use or reject information and communication technologies (ICT) is a topic of continuing interest. As new ICT continue to develop at a rapid pace, understanding these factors becomes increasingly important. In this paper, we combine the Theory of Reasoned Action (TRA) (Fishbein & Ajzen, 1975) with Diffusion of Innovation (DOI) theory (Rogers, 1995) to understand factors th
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