Mobile Devices in Social Contexts

PhD Dissertation byHeidi Tscherning

Department of IT Management, Copenhagen Business SchoolSeptember 28, 2011

2

The purpose of this dissertation is to explore the social context and its influences on the

early decision process as peopleacquire and use mobile devices.

Purpose of the dissertationDepartment of IT Management

• Background

• Research questions

• Contribution

• Scope of dissertation

• Underlying philosophy

• Research with adoption focus– Framing, methods, and findings

• Research with use focus– Framing, methods, and findings

• Limitations and future research

Agenda

3

Department of IT Management

General overall dissertation

• Research with adoption focus– Framing, methods, and findings

• Research with use focus– Framing, methods, and findings

Article focus

• Limitations and future research General overall dissertation

4

Background

Department of IT Management

5

1983

Department of IT Management

2007

Background

6

BackgroundDepartment of IT Management

Close when far away

Far away when close

FreedomControlEfficiencies

EnslavementChaos

InefficienciesUtilitarian use

Hedonic use

Social influence

Individual intention

7

Research questions

Department of IT Management

8

To what extent can an understanding of social influences, and more generally, competing forces, assist in explaining the early adoption and use of app phones?

Research questionsDepartment of IT Management

9

1. How can social influences contribute to explaining the adoption and use of app phones?

2. How can competing forces of app phones contribute to explaining their adoption and use?

Research sub-questionsDepartment of IT Management

10

Contribution

Department of IT Management

11

ContributionDepartment of IT Management

12

Scope of dissertation

Department of IT Management

13

Scope of dissertationDepartment of IT Management

14

Scope of dissertationDepartment of IT Management

Article 1 Article 2 Article 3 Article 4

15

Underlying philosophy

Department of IT Management

16

Critical realism ontology

Underlying philosophyDepartment of IT Management

17

Constructivist epistemology

Underlying philosophyDepartment of IT Management

18

Research with adoption focusFraming, methods, and findings

Department of IT Management

19

Research with adoption focusDepartment of IT Management

Case study

Article 1 Article 2 Article 3 Article 4

20

Social influence approach• Self-interest and collective action• Homophily• Contagion– Social norm– Conformity – Compliance

Framing Department of IT Management

Informative influenceNormative influenceCompetitive concernsPerformance network effectsSocial learningOpinion leaders

The Role of Early Adoption of Mobile Devices

2. The Role of Social Networks in Early Adoption of Mobile Devices

21

One-shot cross-sectional study

Data collection:• Purposive (homogenous) sampling• Five participants• Semi-structured interviews– Demographics, mobile device history, iPhone

history, social network, adoption decision• Data from discussion forum• Social network profile data

Department of IT Management

Methods

The Role of Early Adoption of Mobile Devices

2. The Role of Social Networks in Early Adoption of Mobile Devices

22

Data analysis:• Social influence constructs: – adoption threshold– opinion leaders– social contagion– social learning

• Atlas.TI• Storytelling

MethodsDepartment of IT Management

Article 22. The Role of Social Networks in Early Adoption of Mobile Devices

Findings

23

Department of IT Management

Case study findings Article 2The Role of Early Adoption of Mobile Devices

2. The Role of Social Networks in Early Adoption of Mobile Devices

24

Individual and group level dynamics:Group level technology adoption ≠ aggregated individual level adoption!A need for addressing technology adoption through multilevel research

FramingDepartment of IT Management

Article 33. A Multi-level Social Network Perspective on IT Adoption

25

Development of conceptual framework based on Coleman’s diagram (1990).

Department of IT Management

Methods

Coleman (1990): “Foundations of Social Theory”

Micro mechanism a

Micro mechanism b

Phenomenon A in Society

Phenomenon B in Society

MACRO LEVEL

MICRO LEVEL

12

34

3. A Multi-level Social Network Perspective on IT Adoption

26

Multilevel Framework for Technology Adoption

Department of IT Management

Findings

Adapted from Coleman (1990): “Foundations of Social Theory”

Attributes and beliefs

Adoption behavior

Discourse Diffusion

NETWORK LEVEL

INDIVIDUAL LEVEL

14

32

Intentions

Article 33. A Multi-level Social Network Perspective on IT Adoption

3. A Multi-level Social Network Perspective on IT Adoption

27

Research with use focusFraming, methods, and findings

Department of IT Management

28

Research with use focusDepartment of IT Management

Field study

Article 1 Article 2 Article 3 Article 4

29

Competing forces approach*• Individual and social orientation• Exploration and exploitation behavior• Utilitarian and hedonic objectives

* Based on the Competing Values Framework (Quinn and Rohrbaugh, 1981, 1983)

FramingDepartment of IT Management

Competing Forces Model of Technology Assimilation

30

Cross-sectional field study with multiple snapshotsDREAMS projectData collection:• 15 students from ITU• 30 semi-structured interviews• 3 surveys• 3 focus group interviews• 15 24-hour diaries• Network provided usage data (Telia)

MethodsDepartment of IT Management

Competing Forces Model of Technology Assimilation

31

MethodsDepartment of IT Management

Article 4Competing Forces Model of Technology Assimilation

32

Data analysis:• Three competing forces: – individual vs. social orientation– exploration vs. exploitation behavior– utilitarian vs. hedonic objectives

• Atlas.TI

MethodsDepartment of IT Management

Article 4Competing Forces Model of Technology Assimilation

33

Competing Forces Model of Technology Assimilation

FindingsDepartment of IT Management

Objectives:• Utilitarian• Hedonic

Exploration behavior

Exploitation behavior

Individual orientation

Social orientation

INVESTIGATINGIndividually oriented explorative behavior with the purpose of obtaining utilitarian and hedonic objectives

INTERACTINGSocially oriented explorative

behavior with the purpose of obtaining utilitarian and hedonic

objectives

IMPROVINGIndividually oriented exploitative behavior with the purpose of obtaining utilitarian and hedonic objectives

INTEGRATINGSocially oriented exploitative behavior with the purpose of

obtaining utilitarian and hedonic objectives

Adapted from Quinn and Rohrbaugh (1981, 1983): “Competing Values Framework”

Competing Forces Framework

34

Limitations and future research

Department of IT Management

35

Limitations• Study of app phones without looking into

design and marketing effects of device• Consumer context• Small sample sizes two empirical studies

Limitations and future researchDepartment of IT Management

36

Future research• Development of two frameworks– Multi-level Framework of Technology Adoption– Competing Forces Framework

Limitations and future researchDepartment of IT Management

37

Thank you!

Department of IT Management

38

Smartphones and app phonesDepartment of IT Management

Paradigm shift

39

Competing Forces FrameworkDepartment of IT Management

Flexibility

Control

Internal focus

External focus

HUMAN RELATIONS MODELMeans: cohesion, morale

End: Human resource development

OPEN SYSTEMS MODELMeans: flexibility, readiness

End: growth, resource acquisition

INTERNAL PROCESS MODELMeans: information management, communication

End: Stability, control

RATIONAL GOAL MODELMeans: planning, goal setting

End: productivity, efficiency

Adapted from Quinn and Rohrbaugh (1981, 1983): “Competing Values Framework”

Competing Values Framework

40

What we call our data are really our own constructions of other people’s constructions of what they and their compatriots are up to

Geertz (1973, p. 9).

Critical Realism and constructivismDepartment of IT Management

41

Practical contributions1. App phones today combine multiple gadgets,

they are pervasive, and they serve both utilitarian and hedonic functions. Continued development of devices by producers and marketers.

2. Consumers are influences by their social context. Social networks and social media can be incorporated in marketing of future devices.

Practical contributionDepartment of IT Management