MIS 648 Lecture 5 1

MIS 648 Presentation Notes: Lecture 5

How does IT diffuse internationally? What challenges does this pose to IT managers?

MIS 648 Lecture 5 2

AGENDA

Goals of the Lecture Technology Diffusion Models International Variation Influence of Culture Influence of Government

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Goals of the Lecture

Understand a basic model of Technology diffusion and acceptance, with extensions

Determine how international business practices might influence how this model works

Understand the influence of national culture. Understand the influence of government and

regulation.

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Technology Change

Transfer: Moving technology across Diffusion: Moving technology through Infusion: Moving technology throughout Dilution: Altering technology Adoption: Using technology Acceptance: Really using technology Integration: Not seeing the technology

MIS 648 Lecture 5 5

Theory of Reasoned Action

Influences on Motivation

Wantto

Influences on Compulsion

Haveto

Going To

OR

OPPOR-TUNITY Action

Does this make sense? If so, why? When could it not make sense?

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Reinvention

Action Outcomes

+

-

EnvironmentalDemands

Rigorous

Lax

Experimentation, New uses,stretching

ExtinguishingOf Action

ContinuedStereotypical

action

ExtinguishingOf Action

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TAM

Ease of Use/Usability/

Accessibility

Usefulness/Functionality/

Potential

Evaluation/Acceptance/

“Want to”

Does this make sense? If so, why? When could it not make sense?

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Extensions to TAM

Trustworthiness Safety

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TAM, Internationally

Ease of Use: More difficult Accessibility is lower Might be lowest common denominator Language, culture might be problems

Usefulness: Less easy to demonstrate Might be lowest common denominator Applications are complex, a priori Expectations are complex

Return

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Influence of Culture

Bagchi, Hart and Peterson (2) Heilman and Brusa (9) Ndubisi, Gupta and Ndubisi (16)

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Influence of Government

Tariffs Use regulations (privacy, eg.) Import blockages

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Bagchi, Hart and Peterson

National Culture and IT Product Adoption

Major lesson: national cultural dimensions significantly predict IT product adoptions across 31 nations

IT product= PC, telephone, cell phone, fax, internet, pager

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Research Rationale

IT growth is from twice to five times the national overall economic growth rate across countries.

It seems reasonable that culture might have some impact on this differential growth rate.

Hofstede’s dimensions are used (remember they are from 1968 and 1972!)

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Why?

Straub found that Arab cultural beliefs are a strong predictor of resistance to IT adoption. Hasan and Ditsa found the same in west Africa, the Middle East and Australia.

TAM’s relevance might be geographically limited.

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Caveats

Avoid too deterministic a view. Technology probably does not dictate how a society works.

How a technology is used may be more affected by culture than whether it is used.

These particular technologies emphasize speed, convenience, accessibility, use in centralization, etc. These are closely aligned to cultural values.

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The model

TechnologyAdoption

Individualism

Power Distance

UncertaintyAvoidance

Masculinity

+

-

-

- Controlled:

Personal income; economic indicators; heterogeneity

Does this make sense? If so, why? When could it not make sense?

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The Research

All secondary data IT=units/1000 GDP=GDP/capita in constant 1995 $US Mostly developed countries plus Brazil, Chile,

India, Mexico, Pakistan, Peru, Philippines, S. Africa, Turkey, Uruguay and Venezuela

Data mostly from World Bank. Data from 1989, 1992, 1995 and 1998, then

smoothed. There are always problems.

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Results There are 24 hypotheses. By chance, one of them would be true 4% of

the time.

Individual-ism

Power Distance

UncertaintyAvoidance

Mascu-linity

+

-

-

-

Internet, PC, Telephone, Pager

PC, cellphone

Pager

Cell phone, Telephone

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Critique

What do you think?

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Heilman and Brusa

Computer Satisfaction in Mexico Satisfaction is an important contributor to most

IT theory as a critical variable: Satisfaction leads to usage Useful, easy usage leads to satisfaction

Theory of Reasoned Action depends on the satisfaction of a need (“want to”) to trigger usage.

Additionally, the idea of satisfaction is key in “system success”; a successful system is one whose use satisfies the users.

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Rationale

Satisfaction is important Few studies of satisfaction out the US or

anglophone world Research questions:

Is the “satisfaction” instrument reliable and valid in translation?

Are workers in Mexico actually satisfied with their systems?

We might also add “Does satisfaction” work the same in all countries/cultures/situations?

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Background

Cultural preferences might lead to differences in both how satisfaction is perceived as well as perceived levels of satisfaction.

Satisfaction short form is from 1983 and has been used extensively.

Sidebar: many firms conduct frequent “user satisfaction” surveys based on the assumptions or the use of the short form.

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The form

SHORT FORM

Satisfaction with Knowledge and Involvement TrainingUser understandingUser participation

Satisfaction with Staff and Services

Rel’ship withstaffRequest processingStaff attitudeComm’n with staffDevelopment speed

Satisfaction with the Information Product

Output reliabilityOutput relevanceOutput accuracyOutput precisionOutput completeness

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The Research

Short form was translated by bilingual translator and reviewed.

1200 employees were surveyed in “a variety of randomly selected public and private organizations in Northern Mexico”.

Return was 302 (25.2%) of which 243 were usable.

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The respondents

Male: 54% Private sector: 54% Universities: 36% Age: 61% between 21 and 30; only 1%

over 50

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Results

Various statistical tests show that the short form in Spanish is unidimensional (each factor is one dimension), reliable, and valid

Compared to other studies results are similar.

Mainframe, centralized users are in general less satisfied across all studies

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More Details

Men are more satisfied Public company employees are less

satisfied University employees are more satisfied Over-40s are less satisfied The youngest workers are less satisfied Most satisfaction with IS staff and

services and least with info product.

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Your Thoughts

?

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Ndubisi, Gupta and Ndubisi

Effects of a variety of personality traits on the relationships in TAM

The research looks at entrepreneurs, who are different from non-entrepreneurs.

Maybe TAM works differently for them? Maybe TAM works differently in Malaysia

or among a variety of ethnic groups? Review of TAM

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Entrepreneurial Traits Examined in this Study

Risk taker Innovative Flexible Perseverant, high energy

Other traits (need for achievement, internal locus of control, information processing capability, aggression, need for autonomy) are ignored for this study.

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PersonalityTraits

Research Model

Ease of Use/Usability/

Accessibility

Usefulness/Functionality/

Potential

Evaluation/Acceptance/“Want to” =

Use

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The Research

295 Questionnaires sent to members of two groups in Malaysia

177 usable responses (60%) Questionnaire:

Actual system usage Perceived usefulness Perceived ease of use Personality traits

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PersonalityTraits

Results

Ease of Use/Usability/

Accessibility

Usefulness/Functionality/

Potential

Use

Innovative-ness

None

Perseverance, Flexibility

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Your opinions

?