Perceived critical mass and the adoption of a communication technology

Abstract

Computer-based communication technologies are increasingly important to personal and organizational communication. One important factor related to the adoption and diffusion of communication innovations is critical mass. Critical mass influences the adoption and diffusion of interactive communication innovations, both through network externalities and through sustainability of the innovation. Unfortunately, critical mass is difficult to measure and is typically only demonstrable after the critical mass point has been reached. Potential adopters’ perceptions of critical mass also may be important to adoption decisions. In this paper, we extend this thinking using a synthesis of the Theory of Reasoned Action and Diffusion of Innovation theory by developing a research model. The model is empirically tested using survey data that are analyzed using partial least squares. The focal innovation is instant messaging. Results indicate that perceived critical mass influences use intentions directly and through perceptions of the characteristics of the innovation. The perceived innovation characteristics impact attitude toward use, which in turn impacts use intentions. The model predicts a sizable and significant portion of both attitudes and use intentions. Further, perceived critical mass is able to explain a significant portion of the variance in each perceived innovation characteristic. Implications for research and practice are discussed.

Keywords:

• adoption
• acceptance
• Theory of Reasoned Action
• Diffusion of Innovation
• instant messaging

Additional information

Notes on contributors

Craig Van Slyke

About the author

Craig Van Slyke is an Associate Professor of Management Information Systems at the University of Central Florida. He teaches courses in database administration and electronic commerce at both the undergraduate and graduate levels. Prior to joining UCF, he taught at Ohio University. He holds a Ph.D. in Information Systems from the University of South Florida. Dr. Van Slyke also spent many years in the information technology industry in a number of capacities. His current research interests focus on issues related to the adoption of information and communication technologies. He also does research in information technology personnel and virtual teams. Dr. Van Slyke has published in a number of journals including the Communications of the ACM, Journal of the AIS, Decision Sciences, the Academy of Management Executive, Database for Advances in Information Systems, and Information Resource Management Journal among other journals. In addition, he has presented papers at many academic and professional conferences.

Virginia Ilie

Virginia Ilie is an Assistant Professor of Information Systems at the University of Kansas. She holds a Ph.D. in Information Systems and an MBA from the University of Central Florida in Orlando. Currently, her research revolves around issues surrounding individual resistance to information systems implementation, with a focus on healthcare organizations. Her other research areas of interest are information systems diffusion, decision support systems and outsourcing. Her work has appeared in journals such as Database and Information Resource Management Journal. She has published various conference proceedings at national and international meetings, two of which gained her best paper awards. Her teaching interests are database management systems and strategic management of information systems in organizations.

Hao Lou

Hao Lou is a Professor of Management Information Systems in the College of Business at Ohio University. He received his Ph.D. in MIS from College of Business Administration (now Bauer College of Business), the University of Houston. His research interests include computer-mediated communication systems (CMCS), groupware implementation, e-learning and e-commerce in developing countries. His publications have appeared in European Journal of Information Systems, Journal of Association for Information Systems, Journal of Organizational Computing and Electronic Commerce, Journal of Information Systems Resource Management, and Journal of End-User Computing.

Thomas Stafford

Tom Stafford is Suzanne Downs Associate Professor of Management Information Systems for the Fogelman College of Business and Economics at University of Memphis, and Editor of ACM Data Base for Advances in Information Systems. He holds doctorates in MIS from University of Texas – Arlington, and in Marketing from University of Georgia. Stafford's research spans issues of human computer interaction and technology adoption, and has appeared in journals such as Decision Sciences, Communications of the ACM and IEEE Transactions on Engineering Management.