Author: Thomas John Phillip Herling

Publisher:

Published: 1993

Total Pages: 191

ISBN-13:

This dissertation is a study of the adoption of two computer communication technologies, online database services and electronic mail, by faculty in selected United States mass communication schools. This study contributes to diffusion of innovation research by describing factors affecting the acceptance and use of information technology. This inquiry featured a resistance to innovation perspective, by including factors based on Ram's model of innovation resistance. The methods used to gather data for this investigation were designed to be complementary in nature. A mail survey involving faculty at ten universities was used to collect quantitative information and a comparative case study was conducted to acquire qualitative details. Several primary implications can be drawn from the interpretation of the findings. First, a factor analysis of the results of the mail survey belief scale led to the development of three major factors of beliefs held by an individual that affect adoption behavior: functional benefits, innovation amenability and innovation adaptability. A second major implication is that adoption behavior exists at several different qualitative levels. Third, the findings suggest distinct effects on adoption from formal and informal information sources. A model of innovation is proposed that incorporates these elements. The findings on information sources are presented in a model of adoption communication.