Attitudes and Normative Pressure: A Social Factors Interdependency Model

  • ElShinnawy M
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This paper extends the Technology Acceptance Model, which has been widely studied in IS research, to include a normative explanation of new communication technology use. This study proposes that both perceived attitudes toward the medium as well as perceptions of normative pressure will be determinants of new communication media use. This paper also posits that perceptions of medium attributes and the normative component in the model are interdependent. The purpose of this study is to examine: How well the proposed model explains new media use 2. The interdependency of perceptions of medium attributes and normative perceptions 3. And, the generalizability of the model to two new media, electronic mail and voice mail. The data were collected from 202 users of electronic mail and voice mail in two large organizations and analyzed using structural equation modeling with latent constructs. The results of the LISREL analysis suggest that the proposed model provides a good fit to the data, indicating that a better understanding of new media use can be attained by extending the TAM to include social determinants of new media use. In our models, social factors provide a consistently more powerful explanation of new media use than either perceived usefulness or ease of use. Second, our results indicate that perceived medium attributes and social pressure are intertwined to some extent. Third, the model proposed provides a good fit to both the electronic mail and voice mail data. Slight differences between the two models warrant future research. The results of this study provide insight to both practitioners and researchers of communication technology and provide promising avenues for future research.

Author-supplied keywords

  • Communication Media
  • Social Influence
  • Technology Acceptance Model
  • Technology Use

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  • Maha ElShinnawy

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