SOCIAL INFLUENCE IN TECHNOLOGY ADOPTION RESEARCH: A LITERATURE REVIEW AND RESEARCH AGENDA

Social influence has been shown to profoundly affect human behavior in general and technology adoption (TA) in particular. Over time, multiple definitions and measures of social influence have been introduced to the field of TA research, contributing to an increasingly fragmented landscape of constructs that challenges the conceptual integrity of the field. In this vein, this paper sets out to review how social influence has been conceptualized with regard to TA. In so doing, this paper hopes to inform researchers’ understanding of the construct, provide an overview of its myriad conceptualizations, constructively challenge extant approaches, and provide impulses for future research. A systematic review of the relevant literature uncovers that extant interpretations of social influence are 1) predominantly compliance-based and as such risk overlooking identification- and internalization-based effects, and 2) primarily targeted at the individual level, thereby neglecting the impact of socially rich environments. Building upon these insights, this paper develops an integrated perspective on social influence in TA research that encourages scholars to pursue a multi-theoretical understanding of social influence at the interface of users, social referents, and technology

Second-Order Digital Inequality: the Case of E-Commerce

“Second-order digital inequality describes that certain individuals profit less from digital opportunities not only due to limited access but also due to limited abilities to use information and communication technologies (ICT). This study extends research on second-order digital inequality to the realm of e-commerce. We introduce a novel conceptualization of effective, potentially beneficial, e-commerce use that encompasses two dimensions: (1) the diversity of e-commerce platforms used by an individual; (2) the degree to which an individual uses supporting e-commerce features. Building on technology acceptance theory and social psychology, we argue that socio-economically disadvantaged individuals are less likely to use e-commerce effectively than socio-economically advantaged individuals. We empirically test our hypotheses on clickstream data that tracks the online behavior of 2819 US e-commerce users for six month. Our findings reveal that, despite equal access, the socio-economically advantaged use e-commerce more effectively regarding both dimensions. Implications for research and practice are discussed

Mechanisms of Engagement With, and Disengagement From, Internet Applications: A Qualitative Study of Online Job Search

In the context of increasing digitization and persistent digital inequality, scholars have sought to uncover the mechanisms that explain why people engage with, or disengage from, internet applications. We provide a new vantage to this conversation by co