The research investigating technology adoption has assumed that the individual accepting the technology has only one technology in mind when making their adoption decision. Models such as the UTAUT, TAM, and PCI assume that the decision regarding whether or not to adopt a technology occurs without an understanding of the impact of additional technology choices on the adoption decision and that a user does not consider additional acceptance perceptions towards other comparable technologies. Moreover, the few studies that investigate technology choice have not examined the changes in the dominant drivers of choice before an individual uses a technology and after they have had experience with a technology. Drawing on prior work on choice in the marketing literature, we propose three theoretical approaches to conceptualizing choice and two mathematical approaches to measuring the choice comparison. We report on a study of technology choice among 173 MBA students who were given an open source technology option and an online application option to use for one month. We conclude by discussing the implications of our findings and recommend new avenues for research on technology choice.
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