An alternative lens for understanding technology acceptance: An equity comparison perspective

  • Hess T
  • Joshi K
  • McNab A
  • 34


    Mendeley users who have this article in their library.
  • 9


    Citations of this article.


Many studies of technology acceptance have noted that new technology can have far-reaching effects, dramatically changing the environment (e.g., work, home, school) in which we use the technology. The current research considers an equity comparison perspective on technology acceptance and usage in the context of online discussion tools based on the equity implementation model (EIM). The EIM applies equity theory to assess user net outcomes related to adopting new technology in comparison to the net outcomes of other technology stakeholders. Facilitating conditions with the new technology are investigated as a moderating factor on intentions and usage. Equity theory and social comparisons provide an alternative lens for understanding technology acceptance that may capture broader issues related to the changes resulting from new technology. This research describes what we believe to be a first effort to operationalize social comparisons of equity in the context of technology acceptance. A survey instrument measuring social comparisons of net outcomes is developed, and a longitudinal, empirical study is conducted in the context of online discussion forums. The research model is also investigated within a nomological network of technology acceptance constructs. The results indicate that the model provides explanatory power comparable to existing models of technology acceptance and that outcome comparisons provide unique insight beyond known determinants of intentions and usage. (PsycINFO Database Record (c) 2010 APA, all rights reserved)(journal abstract)

Author-supplied keywords

  • Acceptance
  • Discussion forum
  • Equity implementation model (EIM)
  • Equity theory
  • Fairness
  • Inputs
  • Justice
  • Outcomes
  • Resistance to change
  • Social comparison
  • Technology adoption

Get free article suggestions today

Mendeley saves you time finding and organizing research

Sign up here
Already have an account ?Sign in

Find this document


  • Traci J. Hess

  • Kailash Joshi

  • Anna Lazarova McNab

Cite this document

Choose a citation style from the tabs below

Save time finding and organizing research with Mendeley

Sign up for free