A Longitudinal Field Investigation of Gender Differences in Individual Technology Adoption Decision-Making Processes

Area of Science:

• Information Systems
• Organizational Behavior
• Human-Computer Interaction

Background:

• Understanding technology adoption in the workplace is crucial for organizational success.
• Previous research often overlooks gender differences in technology usage.
• The theory of planned behavior (TPB) provides a framework for analyzing technology adoption.

Purpose of the Study:

• To investigate gender differences in the adoption and sustained use of new workplace technology.
• To examine the influence of TPB constructs on technology adoption by gender.
• To determine factors driving sustained technology usage over time.

Main Methods:

• A longitudinal study over 5 months with 355 workers adopting new software.
• Utilized the theory of planned behavior to assess user reactions and usage.
• Analyzed gender-based influences on technology adoption and sustained use.

Main Results:

• Men's technology adoption decisions were more influenced by attitude toward use.
• Women's decisions were more influenced by subjective norm and perceived behavioral control.
• Early usage behavior significantly predicted sustained technology usage, reinforcing initial gender-based evaluations.

Conclusions:

• Gender significantly moderates the influence of TPB constructs on technology adoption.
• Early user evaluations, shaped by gender, have a lasting impact on sustained technology use.
• Findings highlight the need for gender-sensitive strategies in workplace technology implementation.