Inclusivity Essentials_ Creating Accessible Websites for Nonprofits .pdf
Ph d defense heidi tscherning
1. Mobile Devices in Social Contexts
PhD Dissertation by
Heidi Tscherning
Department of IT Management, Copenhagen Business School
September 28, 2011
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Purpose of the dissertation
The purpose of this dissertation is to explore
the social context and its influences on the
early decision process as people
acquire and use mobile devices.
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Agenda
• Background
• Research questions
• Contribution General overall dissertation
• Scope of dissertation
• Underlying philosophy
• Research with adoption focus
•
– Framing, methods, and findings
– Framing, methods, and findings
• Research with use focus Article focus
•
– Framing, methods, and findings
– Framing, methods, and findings
• Limitations and future research
• Limitations and future research General overall dissertation
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Background
Enslavement
Chaos
Social influence
Far away when close
Utilitarian use
Inefficiencies
Freedom
Close when far away
Hedonic use
Control
Efficiencies
Individual intention
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Research questions
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?
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Research sub-questions
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?
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Underlying philosophy
Critical realism ontology
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Underlying philosophy
Constructivist epistemology
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Research with adoption focus
Framing, methods, and findings
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Research with adoption focus
Case study
Article 1 Article 2 Article 3 Article 4
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Framing
2. The Role of
Social influence approach Social Networks in
Early
Early Adoption of
Adoption of
• Self-interest and collective action Mobile Devices
Mobile
Devices
• Homophily
• Contagion
– Social norm
Informative influence
– Conformity Normative influence
– Compliance Competitive concerns
Performance network effects
Social learning
Opinion leaders
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Methods
One-shot cross-sectional study 2. The Role of
Social Networks in
Early
Early Adoption of
Adoption of
Data collection: Mobile Devices
Mobile
Devices
• 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
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Methods
2. The Role of
Data analysis: Article 2
Social Networks in
Early Adoption of
• Social influence constructs: Mobile Devices
– adoption threshold
– opinion leaders
– social contagion
– social learning
•Atlas.TI
• Storytelling
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Findings
Case study findings 2. The Role of
EarlyArticle 2
Social Networks in
Early Adoption of
Adoption of
Mobile Devices
Mobile
Devices
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Framing
3. A Multi-level
Individual and group level dynamics: Article 3
Social Network
Perspective on
Group level technology adoption ≠ IT Adoption
aggregated individual level adoption!
A need for addressing technology adoption
through multilevel research
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Methods
3. A Multi-level
Development of conceptual framework Social Network
Perspective on
based on Coleman’s diagram (1990). IT Adoption
MACRO LEVEL
Phenomenon Phenomenon
A in Society B in Society
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1 3
2
Micromechani Micromechani
sm a smb
MICRO LEVEL
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Coleman (1990): “Foundations of Social Theory”
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Findings
3. A Multi-level
3. A Multi-level
Multilevel Framework for Technology Social Network3
Article
Social Network
Perspective onon
Perspective
Adoption IT Adoption
IT Adoption
NETWORK LEVEL
Discourse Diffusion
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1 3
4
Attributes and Intentions Adoption
beliefs behavior
INDIVIDUALLEVEL
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Adapted from Coleman (1990): “Foundations of Social Theory”
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Research with use focus
Framing, methods, and findings
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Research with use focus
Field study
Article 1 Article 2 Article 3 Article 4
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Framing
Competing
Competing forces approach* Forces Model of
• Individual and social orientation Technology
Assimilation
• Exploration and exploitation behavior
• Utilitarian and hedonic objectives
* Based on the Competing Values Framework (Quinn and
Rohrbaugh, 1981, 1983)
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Methods
Competing
Cross-sectional field study with multiple snapshots
Forces Model of
Technology
DREAMS project Assimilation
Data collection:
• 15 students from ITU
• 30 semi-structured interviews
• 3 surveys
• 3 focus group interviews
• 15 24-hour diaries
• Network provided usage data (Telia)
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Methods
Competing
Article 4
Forces Model of
Technology
Assimilation
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Methods
Competing
Data analysis: Article 4
Forces Model of
Technology
• Three competing forces: Assimilation
– individual vs. social orientation
– exploration vs. exploitation behavior
– utilitarian vs. hedonic objectives
•Atlas.TI
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Findings
Competing
Competing Forces Framework Forces Model of
Technology
Exploration behavior Assimilation
INVESTIGATING INTERACTING
Individually oriented explorative Socially oriented explorative
behavior with the purpose of behavior with the purpose of
obtaining utilitarian and hedonic obtaining utilitarian and hedonic
objectives Objectives: objectives
• Utilitarian
Individual • Hedonic Social
orientation orientation
IMPROVING INTEGRATING
Individually oriented exploitative Socially oriented exploitative
behavior with the purpose of behavior with the purpose of
obtaining utilitarian and hedonic obtaining utilitarian and hedonic
objectives objectives
Exploitation behavior 33
Adapted from Quinn and Rohrbaugh (1981, 1983): “Competing Values Framework”
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Limitations and future research
Limitations
• Study of app phones without looking into
design and marketing effects of device
• Consumer context
• Small sample sizes two empirical studies
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Limitations and future research
Future research
• Development of two frameworks
– Multi-level Framework of Technology Adoption
– Competing Forces Framework
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Smartphones and app phones
Paradigm shift
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Competing Forces Framework
Competing Values Framework
Flexibility
HUMAN RELATIONS MODEL OPEN SYSTEMS MODEL
Means: cohesion, morale Means: flexibility, readiness
End: Human resource End: growth, resource acquisition
development
Internal External
focus focus
INTERNAL PROCESS MODEL RATIONAL GOAL MODEL
Means: information Means: planning, goal setting
management, communication End: productivity, efficiency
End: Stability, control
Control
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Adapted from Quinn and Rohrbaugh (1981, 1983): “Competing Values Framework”
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Critical Realism and constructivism
What we call our data are really our own
constructions of other people’s constructions
of what they and their compatriots are up
toGeertz (1973, p. 9).
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Practical contribution
Practical contributions
1. 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.
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Editor's Notes
Why are mobile devices interesting?Mark Cooper 1983Steve Jobs 2007
Challenges the level of value for users:Positive and negative strengths:- Close to people though far away- Far from people though physically close
Social influence at the individual levelFrom Sociology
Coleman’s diagram operates with two different levels; the macro level and the micro level. It identifies the challenges of existing macro-level empirical generalizations in social sciences that are presented as “true” explanations of macro phenomena, and shows that crucial steps are missing in these macro level empirical generalizations. Claim: Macro level phenomena can not directly explain macro level phenomena without taking into consideration certain micro level phenomena.
Coleman’s diagram operates with two different levels; the macro level and the micro level. It identifies the challenges of existing macro-level empirical generalizations in social sciences that are presented as “true” explanations of macro phenomena, and shows that crucial steps are missing in these macro level empirical generalizations. Claim: Macro level phenomena can not directly explain macro level phenomena without taking into consideration certain micro level phenomena.
