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Business Information Systems

"Don't pressure me!" A case study exposing the multi-faceted nature of voluntariness in IT adoption

Nadine Vehring,

7th Jul 2011  10:30 am - 12:30 pm Darlington Centre, Meeting Room 11

The design and management of the roll-out of new IT in an organization comprises several managerial decisions; one of which is whether IT adoption should be mandatory. Voluntariness to adopt has mainly been researched as a variable in explaining individual IT acceptance, however with contradicting results. By drawing on a case study of a financial service company, we aim to improve our understanding of the concept of voluntariness. We elaborate on the changing role of voluntariness in the different stages of the roll-out process of Real-Time Collaboration technologies. Furthermore, we broaden our understanding of voluntariness, beyond focusing on the individual adoption decision, by investigating adoption and diffusion on the team and management level. This allows us to observe an interesting dilemma presented in the case: While voluntariness can be an essential prerequisite for implementation and technology roll-out, it may act as an inhibitor to its full diffusion in later stages.

Bio: Nadine Vehring is a PhD candidate and researches with the Interorganisational Systems (IOS) Group at the Department of Information Systems, University of Muenster. Her research focuses on the analysis of the introduction, adoption and use of communication and collaboration systems in general and Real Time Collaboration systems in particular. Her research is based on an exploratory and multi-level case study research design. With her research she aims to contribute to a better understanding of the interplay of aspects of designing and managing the roll-out of a new communication and collaboration system on the management level and of processes of user appropriation and enrolment of this new technologies into existing user practices at the individual and group level.