Influences of Sources of Communication on Adoption of a Communication Technology

The results indicate that the implementation of Outlook was not viewed as a major event in the life of the organization, and suggest that diffusion of technological innovations may be different from diffusion on non-technological innovations.

Abstract

This study examined the influence of sources of information on end users' decision to adopt an innovation. The study used an on-line survey to collect data regarding respondents' perceptions of structured implementation activities and other sources of influence on their reported adoption of Microsoft Outlook at a large, Midwestern university. The research questions were based on Rogers' model of the diffusion of innovations, and the work of Fulk, Lewis and Seibold, and Weenig on the influences of information sources on adoption of innovations. Results showed that respondents who were exposed to information from informal channels and structured implementation activities (e.g., informational meetings conducted at the unit level) were significantly different from those who received no information through these channels. Perceptions of quantity or quality of information received through informal and official channels were not significantly correlated with adoption. The results indicate that the implementation of Outlook was not viewed as a major event in the life of the organization, and suggest that diffusion of technological innovations may be different from diffusion on non-technological innovations.