Facoltà di scienze della comunicazione

The impact of priming on new technology appropriation : An extension of adaptive structuration theory

Comi, Alice ; Eppler, Martin J. ; Herrmann, Andreas

In this paper we present a theoretical and methodological extension of Adaptive Structuration Theory (AST), as applicable to information systems (IS), by showing how technology appropriation can be influenced and measured. We address the questions of how people react to novel user interfaces – specifically, an interactive online product configurator – and if that reaction can be... More

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    Summary
    In this paper we present a theoretical and methodological extension of Adaptive Structuration Theory (AST), as applicable to information systems (IS), by showing how technology appropriation can be influenced and measured. We address the questions of how people react to novel user interfaces – specifically, an interactive online product configurator – and if that reaction can be influenced through two priming mechanisms. To answer these questions, we experimentally assess if priming users with positive vs. negative peer judgments about the usability of the configurator and with written vs. visual instructions about its features influences subjective (i.e., self-reported) and objective (i.e., observed) faithfulness of appropriation, and in turn user satisfaction. Results from the statistical analysis of the performance and survey answers of 645 users show that visual interface priming – compared to textual interface priming – leads to significantly higher satisfaction, and self-reported faithfulness of appropriation, although without bearing any influence on objective faithfulness of appropriation. In comparison to positive peer endorsement, negative peer endorsement of the technology lowers the user’s satisfaction, but at the same time increases his or her objective faithfulness of appropriation. We conclude the paper by showing the implications for IS scholars and practitioners of these surprising, but well explainable results.