Applying the Technology Acceptance Model to Assess Outcomes in a Globally Linked Strategic Communication Project

Abstract

Public relations students at two US. universities separated by several time zones were assigned to use online message boards to communicate with each other as well as cultural consultants in Korea to write an issue statement and promotional plan for an international strategic communications project. The technology acceptance model was found to fit well with student attitudes and behaviors related to online bulletin board systems used in the class project. Student perceptions of the ease of using online technology were the strongest predictors of their intentions to use this technology in their careers beyond the classroom.

Diffusion of Technology for Organizational Effectiveness: An Exploratory Study of the Procurement Department of a Multi-National Energy Company in Trinidad and Tobago

“…In fact, the merging of techniques (Jackson, 2007) is seen in even the preferences for various communication techniques/technology. The Technology Diffusion model (Rogers, 1995) is supported by the emergence of clear self-directed users of the technology in personal life, while the Technology Acceptance Model (Kelleher, 2006) is clearly supported by the intent and continued use of technologies in personal lives that spill over into the office as opposed to only occurring within the work structure. The work of Jordan and Comrie (2006) is particularly relevant as it provides a context and theory as to why older staffers might be laggards or skeptics (Rogers, 1995).…”

“…The diffusion of technology (Rogers, 1995;Moore, 1995;Norman, 1998;Soong, 2000) and the technology acceptance model (Davis, 1989;Kelleher & O'Malley, 2006) are germane to this study as is indeed studies in SMS texting (Jordan & Comrie, 2006) and various other related works are reviewed. Rogers (1995) suggested that not everyone adopted technological innovations at the same rate by identifying groups as innovators, early adopters, early majority, late majority, and laggards for illustration.…”

“…On the other hand, Davis (1989 cited in Kelleher & O'Malley, 2006) developed a Technology Acceptance Model that indicate perceived ease of use precedes perceived usefulness which has a direct effect on the individual's intentions and hence their usage behavior (see Figure 2). Kelleher and O'Malley (2006) attempted to test whether this model would apply to public relations students at two Universities in the US and Korea and secondly, whether students' perceptions of online message boards would change after completing a class project that required the use of the technology.…”

“…Kelleher and O'Malley (2006) attempted to test whether this model would apply to public relations students at two Universities in the US and Korea and secondly, whether students' perceptions of online message boards would change after completing a class project that required the use of the technology. The results seemed to indicate that in order to cross the adoption barrier permanently the technology has to be applied in a constant environmental context so that adoption in one context or organization did not necessarily mean adoption in another context.…”

“…and "network to home" arrangements also need to be made widely available. This study will consider the Technology Adoption model (Davis, 1989;Kelleher, 2006) and Diffusion of Innovation model (Rogers, 1995) and attempt to determine what demographics within the Procurement Department might influence the rate of adoption of such new technologies within the department.…”