1 / 15

Object and Symbol in Technology Adoption

Object and Symbol in Technology Adoption. Anthony Townsend Janea Triplett Brian Mennecke Andy Luse.

atalo
Download Presentation

Object and Symbol in Technology Adoption

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Object and Symbol in Technology Adoption Anthony Townsend Janea Triplett Brian Mennecke Andy Luse

  2. "...the essence of technology is abstracted from a larger social context within which functionality plays a specific limited role. Technologies do of course have a causal aspect, but they also have a symbolic aspect that is determining for their use..." (Feenberg, 2001: pg 84). FUNCTIONAL UTILITY SYMBOLIC UTILITY

  3. Functional Utility Perceived Ease of Use Intention to Use Perceived Utility

  4. Current Model Venkatesh, V. and Bala, H. (2008), Technology Acceptance Model 3 and a Research Agenda on Interventions. Decision Sciences, 39: 273–315.

  5. People who influence my behavior think that I should use the system. People who are important to me think that I should use the system. • SUBJECTIVE • NORM The senior management of this business has been helpful in the use of the system. In general, the organization has supported the use of the system

  6. People in my organization who use the system have more prestige than those who do not. People in my organization who use the system have a high profile. IMAGE Having the system is a status symbol in my organization

  7. Il Sistema Degli Oggetti

  8. Object Values Functional Symbol Exchange Sign Explicit Valuations Implicit Calculations

  9. Operationalizing the Study • Phase 1 • Open-ended questions on • Why they carry certain technologies • What would be their preferred device • Which gadgets reflected who they were • List technologies that their friends had • Analysis • A priori code list based on Baudrillards four characteristics • Functional value • Exchange value • Sign Value • Symbolic Value • Open coding • Photographs

  10. Coding Example 1 For example, the below statement was coded into three characteristic categories because the participant identified the object’s 1) functional value by describing its multi-tasking utility, 2) sign value by naming the iPhone brand, and 3) symbolic value by describing the technology’s facilitation of social connections. “When I’m on my iPhone I can multi-task. I like talking to others while at the same time checking my recent emails.” [female, age 19, pre-business major]

  11. Coding Example 2 For example, the following statement was coded with the status symbolic value because the technology represented a desirable position or standing as compared to others, “The Blackberry Curve shows that I am up to date with technology.” [male, age 20, finance major]

  12. Four Characteristics of Technology-Objects

  13. Network Diagram of the Relationship Between Sign and Symbolic Values

  14. Still to come Face to face field interviews Physical confrontation with gear Revisit Questions and Coding Rhetorical analysis Full system analysis (maybe)

  15. Questions/Comments?

More Related