Hoorcollege 7

Question 1

Two theories that explain how people interact with new technologies

Answer 1

There are two theories that explain how people interact with new technologies:

1. Social and cognitive factors explaining adoption & use
   → Technology Acceptance Models
2. Motivation
   → Human need theories

Question 2

Technology Acceptance Model (TAM)

Answer 2

TAM based on theory of reasoned action (TRA) & theory of planned behavior (TPB). These
theories state that the perceived usefulness and the perceived ease of use determine the attitude towards technology and that attitude determines the intention to use technology and the adoption of technology.

The perceived usefulness is the extent to which a
user believes that a system will enhance job
performance.

The perceived ease of use is the extent to which a
user believes that system use will be free from
effort

Question 3

Third version of Technology Acceptance Model (TAM3)

Answer 3

There are a lot of social influence processes in
TAM3. What other people do and think influences
our actions a lot. The perceived usefulness is
influenced by image, subjective norm, experience, and voluntariness. Also, the intention to use a product is influenced by the subjective norm.
The subjective norm is what you think that other
people think. Image is the coolness of a technology.
If you think a technology is cool, you are more likely
to use the technology. Experience and voluntariness do not directly influence perceived usefulness and intention to use, but they affect the effect of other factors such as image and
subjective norm. Experience moderates this, because if you know how to use a technology,
you are more likely to think it is useful. Voluntariness also affects this, because if you are
forced to use a technology, the perceived usefulness of the technology doesn’t matter.

The perceived usefulness is also influenced by cognitive instrumental processes. Examples of
this are job relevance, output quality and result demonstrability. If a technology is relevant
for the job, the perceived usefulness will be higher. The output quality of the technology will also determine the perceived usefulness. The higher quality of the output, the higher the perceived usefulness will be. This is the same for the result demonstrability.

The perceived ease of use is influenced by self-efficacy, external control, anxiety, playfulness, and enjoyment & usability.
The things explained in Innovation Adoption also relate to the perceived usefulness and the
perceived ease of use.

Question 4

TAM 3 theoretical extensions on perceived product characteristcs

Answer 4

TAM 3 offers theoretical extensions on perceived product characteristcs by Rogers that affect adoption. Focus on different processes depending on the adoption curve:

• Innovators:
  o Image, Result Demonstrability, Playfulness, Enjoyment
• Early adopters:
  o Subjective norm, Job Relevance, Output Quality, Image
• Early majority:
  o Subjective norm, Training, Usability, Job Relevance, Output Quality, Result
  Demonstrability
• Late majority & Laggards:
  o Training, Anxiety, Efficacy, Usability, Job Relevance, Output Quality, Result
  Demonstrability

Question 5

Motivation

Answer 5

Motivation is the drive, purpose, cause to start
or continue certain behavior.

Maslow’s hierarchy of needs describes the
needs of humans. This is used to study intrinsic
behavioral motivation. The higher orders of needs (esteem & self actualization) can be
realized via work. These orders are also very
important for work enjoyment & productivity.

Question 6

Work motivation

Answer 6

How can you motivate people?
There are two ways to motivate people:

• Intrinsic motivation (enjoyment and perceived usefulness)
  o Satisfaction derived from the task itself.
  o Being able to use/develop your skills.
  o Achieving something you deem valuable.
• Extrinsic motivation (rewards & punishment)
  o Money
  o Esteem
  o …

Question 7

Hygiene factors and Motivator factors

Answer 7

In general, extrinsic motivations are hygiene factors and intrinsic motivation is motivator
factors. According to the two-way theory of motivation (Herzberg) there are hygiene and
motivator factors. Motivator factors increase performance/motivation. Hygiene factors decrease performance/motivation if absent.

Examples Motivator factors:
-Achievement
-Recognition
-Enjoyable work
-Responsibility
-Advanceability
-Felxibility

Examples Hygiene factors:
-Salary
-Good mgt
-Working conditions
-Company policies
-Administration
-Relationships