Social Networking sites and knowledge exchange. The proposal of an acceptance model

Social Networking sites and knowledge exchange. The proposal of an acceptance model

Oriol Miralbell

Open University of [email protected]

Praha, 24-26/07/2013

Contents

1. Introduction

2. Knowledge transfer,

3. Use & adoption

4. SN sites acceptance model

5. Methodology

6. Analysis

7. Conclusions

Oriol Miralbell

This research proposes

• A new model to test the influence of special factors for the adoption and use of social networking sites for knowledge exchange

Introduction

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1. Introduction

1. Introduction

Computer networks are connected to exchange data

Computer assisted social networks (Wellman, 1997) foster information and knowledge exchange (Rheingold, 1993)

Two opposed models : dense, bounded groups and sparse unbounded networks

(Wellman1997)

Confronting factors between the two models:

• Dense & cohesive connections vs. Diffused & sparse relations, • Bounded groups vs. Open structures, • Centralized control vs. Autonomy of action, • Strong, fixed and tight vs. Week, diverse and changing relations

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2. Knowledge transfer and generationTransfer and generation of KNOWLEDGE occur mainly within a cyclical process of

knowledge conversion inside the groups (Nonaka i Takeuchi, 1995).

• Difussion process (Rogers, 1995) – influencing adoption of innovation

• Virtual communities: environment of interpersonal relations (Lea et al., 2003)

• Communities of Practice (Lave & Wenger, 1990)• Informal Learning (Eraut, 2004) and Personal Learning Environment (Wilson, 2005)

Connective Networks of Knowledge (Downes i Siemens), are based on

– openness,

– autonomy,

– Diversity and

– Interactivity

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2. Knowledge transfer and generation

Cognitive dimension in groups dedicated to information & knowledge exchange

is focused on the meanings and the understanding of individuals inside the

group (Boisot, 1998; Boland Jr. & tenkasi, 1995).

Thus Comm. of Knowledge need (von Friedrichs & Gränsjö, 2003):

• Standards & values (ethic attitudes and norms)

• Dynamic and flexible leadership (avoiding herarchycal structure)

• Flexible borders (internal and external)• High mutual dependence (members recognize interdependence internally and

externally)

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The Web 2.0: • a network open to multiple and mobile access (DiNucci, 1999) • Oriented to harness the collective knowledge (O’Reilly i Battelle, 2009),• Where users have control over their information

Main social networking sites: Facebook (founded in 2005), Twitter (started on 2006), LinkedIn (founded in 2003), YouTube (created in 2005) also Flickr, (started on 2004)

Social networking sites help: • Exchanging knowledge & managing relations Interactivity• Creating a public profile articulating list of contacts Autonomy• Crossing list of contacts with othe users Openness & Diversity

Social networking sites

2. Knowledge transfer and generation2. Knowledge transfer and generation

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3. Use & adoption of SN sites3. Use & adoption of SN sites

To study HOW KNOWLEDGE EXCHANGE CAN BE INFLUENCED by the satisfaction with the information systems

we decided to focus our attention on the factors related to the use and adoption of information systems.

Adoption and use of an information system is a complex process intrinsically social and related to technological desenvolupament.

Individuals build unique but malleable percepcions of the service that influence the adoption procés.

To be successful a system must take into account cognitive, emotional and contextual aspects. (Straub, 2009)

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Factors influencing ICT adoption are grouped in three categories (Straub, 2009):

1. Individual characteristics predisposing to accept/reject change

2. Ease of use and compatibility with action and lifestyle

3. Contextual factors (environment and adoption process) Social learning may influence ICT adoption (Straub, 2009; Bandura, 2001) and this

happens also with social networking sites

Self-efficacy (Social Cognitive Th.) points on individual characteristics influencing technology adoption.

Self-efficacy: convincement of the user about capacites to organize and execute the course of action needed (Bandura, 1997)


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Technology Acceptance Model (TAM) (Davis, Bagozzi i Warshaw, 1989)Ús i adopció dels Sistemes d’Informació


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TAM has consistently outperformed the TRA (Th. of Reasoned Action) and TPB (Th. of Planned Behaviour) in terms of explained variance (Bagozzi, 2007/

Adapted TAM by (Teo, Chan &i Zhang., 2003)

Perceived EaseOf use

Openness

Autonomy

Accessibility

Adaptability

=

=

I this version of TAM two new variables are integrated:Interactivity and Diversity.

These are social elements directly related to the functionalities or services that social networking sites are offering, and they are also related to perceived usefulness (Gefen, 2005, Kim et al, 2009) .

Ús i adopció dels Sistemes d’Informació4. New SN sites acceptance model4. New SN sites acceptance model

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GoalsOur overall goal was to better understand the use of social networking sites

in the field of professional knowledge considering the elements that affect its use and those involved in the generation and exchange of knowledge.

Trying to find out the impact of characteristic factors of open networks such as the open access of the members to the network and the level of autonomy and interactivity on the perceptions of usefulness and on the adoption and use of social networking sites.

4. New SN sites acceptance model4. New SN sites acceptance model

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Model d’anàlisi de l’ús i adopció de les webs de xarxes socials.

4. New SN sites acceptance model4. New SN sites acceptance model

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Autonomy

H1. Autonomy influences perceived usefulness.

H2. There is a correlation between autonomy and openness

H3. Autonomy influences interactivity

Openness

H4. Openness influences perceived usefulness.

H5. Openness influences interactivity

H6. Openness influences diversity of members and ideas in the network.

Diversity

H7. Diversity of members and ideas influences perceived usefulness.

H8. Diversity of members and ideas influences interactivity

Interactivity

H9. Interactivity influences perceived usefulness.

Usage

H10. Perceived usefulness influences their usage.

Hipòtesis (1)4. New SN sites acceptance model4. New SN sites acceptance model

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• Survey with identified variables

• Launching the survey: invitation to all the members of 28 virtual comunities in the Internet (LinkedIn, Facebook, Ning,..) with 85.612 members.

• 363 voluntary responses over Google Docs between December 2009 and July 2010, after three calls.

• The information gathered was integrated in a database with 81 variables that helped to do a descriptive analysis

• And an analysis on the of the model of adoption and use of social networking sites, using Structural Equations Model (SEM)

5. Methodology5. Methodology

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Mostra5. Methodology5. Methodology

Adopció i ús de les webs de xarxes socials6. Analysis6. Analysis

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1. Perceived autonomy

• Impacts on perceived usefulness

• Is correlated with perceived openness

• Affects interactivity between members

2. Perceived openness

• Affects the perceived diversity of members and ideas

3. Perceived diversity

• Affects interactivity between members

4. Interactivity

• Affects perceived usefulness

5. Perceived usefulness

• Affects the use of social networking sites


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Rejected hypotheses:

• H4. Perceived openness has no significant impact on perceived

usefulness.

• H5. Perceived usefulness has no significant impact on interactivity.

• H7. Perceived diversity of members and ideas has no significant

impact on perceived usefulness..


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The Acceptance Model for SN sites is an effective model to test the adoption and use.

The positive perception of users of social networking websites regarding autonomy, diversity and openness encourage interaction among members and increase the use of social networking websites

7. Conclusions7. Conclusions

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Online VC inside SN sites are organized as open unbounded networks where flexibility of relations, autonomy of members, openness of structures and diversity of relations, of members and ideas facilitate information and knowledge exchange.

Professional associations can take advantage of SN sites to improve professional development.


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Research limitations

Methodology collecting data

Survey done in 2010 (Use in SN sites has increased and also experience of users)

Future research

Deepen in the study of the limitations of social networking sitess for learning and knowledge generation trying to identify if technology constraints are ore important than attitudinal or the relational ones.

Incorporate in the study mobile appliances and the new generation of professionals (native digitals)


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Thank you!

Děkuji!

jmiralbell@ uoc.edu

@omiralbell

http://www.linkedin.com/in/oriolmiralbel

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Business

Social Networking sites and knowledge exchange. The proposal of an acceptance model