Post on 21-Dec-2015
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
MIS 648 Lecture 5 3
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.
MIS 648 Lecture 5 4
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?
MIS 648 Lecture 5 6
Reinvention
Action Outcomes
+
-
EnvironmentalDemands
Rigorous
Lax
Experimentation, New uses,stretching
ExtinguishingOf Action
ContinuedStereotypical
action
ExtinguishingOf Action
MIS 648 Lecture 5 7
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?
MIS 648 Lecture 5 9
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
MIS 648 Lecture 5 10
Influence of Culture
Bagchi, Hart and Peterson (2) Heilman and Brusa (9) Ndubisi, Gupta and Ndubisi (16)
MIS 648 Lecture 5 11
Influence of Government
Tariffs Use regulations (privacy, eg.) Import blockages
MIS 648 Lecture 5 12
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
MIS 648 Lecture 5 13
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!)
MIS 648 Lecture 5 14
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.
MIS 648 Lecture 5 15
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.
MIS 648 Lecture 5 16
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?
MIS 648 Lecture 5 17
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.
MIS 648 Lecture 5 18
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
MIS 648 Lecture 5 20
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.
MIS 648 Lecture 5 21
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?
MIS 648 Lecture 5 22
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.
MIS 648 Lecture 5 23
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
MIS 648 Lecture 5 24
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.
MIS 648 Lecture 5 25
The respondents
Male: 54% Private sector: 54% Universities: 36% Age: 61% between 21 and 30; only 1%
over 50
MIS 648 Lecture 5 26
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
MIS 648 Lecture 5 27
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.
MIS 648 Lecture 5 29
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
MIS 648 Lecture 5 30
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.
MIS 648 Lecture 5 31
PersonalityTraits
Research Model
Ease of Use/Usability/
Accessibility
Usefulness/Functionality/
Potential
Evaluation/Acceptance/“Want to” =
Use
MIS 648 Lecture 5 32
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
MIS 648 Lecture 5 33
PersonalityTraits
Results
Ease of Use/Usability/
Accessibility
Usefulness/Functionality/
Potential
Use
Innovative-ness
None
Perseverance, Flexibility