Object and Symbol in Technology Adoption

OBJECT AND SYMBOL IN TECHNOLOGY ADOPTION

ANTHONY TO

WNSEND

JANEA TR

IPLETT

BRIAN MEN

NECKE

ANDY LUSE

"...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

Functional Utility

Perceived Ease of Use

Perceived Utility

Intention to Use

Current Model

Venkatesh, V. and Bala, H. (2008), Technology Acceptance Model 3 and a Research Agenda on Interventions. Decision Sciences, 39: 273–315.

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

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

Il Sistema Degli Oggetti

Functional

Exchange Sign

Symbol

Object Values

Explicit Valuations Implicit Calculations

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

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

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

Four Characteristics of Technology-Objects

Network Diagram of the Relationship Between Sign and Symbolic Values

Still to come

Face to face field interviewsPhysical confrontation with gearRevisit Questions and CodingRhetorical analysisFull system analysis (maybe)

Questions/Comments?