Voluntary Adopters versus Forced Adopters: Integrating the Diffusion of Innovation Theory and the Technology Acceptance Model to Study Intra-Organizational Adoption

Zhou, Y. (2008). Voluntary adopters versus forced adopters: integrating the diffusion of innovation theory and the technology acceptance model to study intra-organizational adoption. New Media & Society, 10(3), 475 - 496.

This study extends diffusion research to the intra-organizational level and integrates the classic diffusion of innovation theory (DIT) with the relatively new technology acceptance model (TAM) to empirically explore Chinese journalists' adoption of the internet. It makes a theoretical contribution by proposing four adoption categories — voluntary adopters, forced adopters, resistant non-adopters, and dormant non-adopters — according to the voluntariness of organizational members' innovation decision-making. Based on data from a nationwide survey of 813 journalists in China, this study demonstrates that the DIT and TAM are respectively related to voluntary and forced adoption of the internet. Young, male journalists who perceive the internet positively (i.e., relative advantage and ease of use) and think it to be popular in society are most likely to be voluntary adopters. High-ranking journalists who believe the internet can enhance their job performance and who work in large and technologically sophisticated organizations are most likely to be forced adopters.

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