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OBJECT AND SYMBOL IN TECHNOLOGY ADOPTION
ANTHONY TO
WNSEND
JANEA TR
IPLETT
BRIAN MEN
NECKE
ANDY LUSE
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"...the essence of technology is abstracted from a larger social context within which functionality plays a specific limited role. Technologies do of course have a causal aspect, but they also have a symbolic aspect that is determining for their use..." (Feenberg, 2001: pg 84).
FUNCTIONAL UTILITY
SYMBOLIC UTILITY
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Functional Utility
Perceived Ease of Use
Perceived Utility
Intention to Use
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Current Model
Venkatesh, V. and Bala, H. (2008), Technology Acceptance Model 3 and a Research Agenda on Interventions. Decision Sciences, 39: 273–315.
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People who influence my behavior think that I should use the system.
People who are important to me think that I should use the system.
The senior management of this business has been helpful in the use of the system.In general, the organization has supported the use of the system
SUBJECTIVENORM
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People in my organization who use the system have more prestige than those who do not.
People in my organization who use the system have a high profile.
Having the system is a status symbol in my organization
IMAGE
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Il Sistema Degli Oggetti
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Functional
Exchange Sign
Symbol
Object Values
Explicit Valuations Implicit Calculations
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Operationalizing the StudyPhase 1
Open-ended questions on • Why they carry certain technologies• What would be their preferred device• Which gadgets reflected who they were• List technologies that their friends had
AnalysisA priori code list based on Baudrillards four characteristics
• Functional value• Exchange value• Sign Value• Symbolic Value
Open coding Photographs
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For example, the below statement was coded into three characteristic categories because the participant identified the object’s 1) functional value by describing its multi-tasking utility, 2) sign value by naming the iPhone brand, and 3) symbolic value by describing the technology’s facilitation of social connections.
“When I’m on my iPhone I can multi-task. I like talking to others while at the same time checking my recent emails.” [female, age 19, pre-business major]
Coding Example 1
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For example, the following statement was coded with the status symbolic value because the technology represented a desirable position or standing as compared to others,
“The Blackberry Curve shows that I am up to date with technology.” [male, age 20, finance major]
Coding Example 2
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Four Characteristics of Technology-Objects
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Network Diagram of the Relationship Between Sign and Symbolic Values
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Still to come
Face to face field interviewsPhysical confrontation with gearRevisit Questions and CodingRhetorical analysisFull system analysis (maybe)
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Questions/Comments?