An Empirical Assessment of Technology Adoption as a Choice between Alternatives

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. DOI: 10.4018/irmj.2009061902 IGI PUBLISHING This paper appears in the publication, Resources Management Journal, Volume 22, Issue 4 edited by Mehdi Khosrow-Pour © 2009, IGI Global 701 E. Chocolate Avenue, Hershey PA 17033-1240, USA Tel: 717/533-8845; Fax 717/533-8661; URL-http://www.igi-global.com ITJ 5254 24 Information Resources Management Journal, 22(4), 23-44, October-December 2009 Copyright © 2009, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited. from desktop computers to laptop computers. In recent years, mobile professionals have adopted laptop and handheld computers for record keeping, billing, research, reference, reporting, documentation, collaboration, and countless other activities. In June 2005, the sale of laptops surpassed the sale of desktop computers for the first time (CBS Broadcasting Inc., 2005). Indeed, feature-laden models are now termed “desktop replacements. ” A second example is the development of the Tablet PC, which presented a unique opportunity for mobile use (Coursey, 2003; Einhorn, Greene, & Kunii, 2004). Laptops require support on a work surface (such as a desk, table, or lap) to enable input with the keyboard or mouse, whereas Tablet PCs and other devices do not. Users may consider using these technologies as alternatives to traditional laptop computers because of their relative advantages. Using a computer in mobile work environments requires a combination of sufficient screen size, instant availability, sufficient processing power, proper software, connectivity, and the capability of use regardless of body position. This was the promise of the Tablet PC (Howard, 2005). Personal Digital Assistants (PDAs) and web-enabled cell phones can be used while standing and are instantly available, but lack processing power, business software, sufficient screen size, and keyboards. Tablet PCs have seen adoption in selected areas, such as healthcare and education, which indicates that the special features of Tablet PCs are compelling for some users, but not for all mobile computer users. In summary, users today are likely to choose among four major alternatives in mobile computing: regular notebooks, Tablet PCs, PDAs, and webenabled cell phones. In our research we present an empirical study in which pre-professionals with a high need for mobile computing compare two alternatives in a relatively simple model. This study illustrates the principle of technology adoption as a comparison between alternatives, as opposed to an adoption decision. We compare positive differences between two alternatives, the regular notebook and the Tablet PC, with the Tablet PC possessing a set of enhancements that may make them more attractive to mobile professionals. Applicants to a veterinary college in the southeastern United States, required to use laptop computers or Tablet PCs in their program of study, provided answers to survey questions designed to investigate the research question. First, they viewed a live demonstration of three sets of selected Tablet PC features. After familiarization with the potential benefits, they reported their perceived attraction to all possible combinations of the three feature sets. The results of this study are relevant to decision makers within businesses or institutions contemplating adoption of Tablet PCs, to mobile computer users who are considering a choice between Tablet PCs and traditional laptop computers, and most of all, IS researchers who may wish to study technology adoption as a choice between competing technology alternatives rather than isolated adoption decisions for single technologies. The next section presents a discussion of the development of technology adoption based on seven sentinel publications. We follow with a discussion of Expectancy Theory as a vehicle for research and a description of the special capabilities of Tablet PCs. The next sections present our methodology as well as Analysis and Results. The final section describes our Discussion and Conclusions. LITErATurE rEvIEw And rESEArCh hyPoThESES Technology Adoption Theories and Models Over the years, Information Systems adoption research has changed in focus and methodology. We will discuss seven major publications as representatives of this development, and discuss how Expectancy Theory can inform further developments in IS technology adoption research. One of the earliest technology adoption theories used in IS research is the Diffusion of 20 more pages are available in the full version of this document, which may be purchased using the "Add to Cart" button on the product's webpage: www.igi-global.com/article/empirical-assessment-technologyadoption-choice/37207? camid=4v1 This title is available in InfoSci-Journals, InfoSci-Journal Disciplines Library Science, Information Studies, and Education, InfoSci-Select, InfoSci-Select, InfoSci-Select, InfoSci-Select, InfoSci-Knowledge Discovery, Information Management, and Storage eJournal Collection, InfoSciSelect, InfoSci-Journal Disciplines Computer Science, Security, and Information Technology, InfoSci-Journal Disciplines Business, Administration, and Management, InfoSci-Education Knowledge Solutions – Journals, InfoSciComputer Science and IT Knowledge Solutions – Journals, InfoSci-Business Knowledge Solutions – Journals. 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