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

https://doi.org/10.1006/obhd.2000.2896Get rights and content

Abstract

This research investigated gender differences in the overlooked context of individual adoption and sustained usage of technology in the workplace using the theory of planned behavior (TPB). User reactions and technology usage behavior were studied over a 5-month period among 355 workers being introduced to a new software technology application. When compared to women's decisions, the decisions of men were more strongly influenced by their attitude toward using the new technology. In contrast, women were more strongly influenced by subjective norm and perceived behavioral control. Sustained technology usage behavior was driven by early usage behavior, thus fortifying the lasting influence of gender-based early evaluations of the new technology. These findings were robust across income, organization position, education, and computer self-efficacy levels.

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    We thank Susan Brown (Indiana University), Fred Davis (University of Arkansas), Cheri Speier (Michigan State University), and Tracy Ann Sykes (University of Maryland) for their many comments and suggestions on earlier versions of the paper. We also thank Tracy for her help in improving the readability of the paper and copy-editing.

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    Address correspondence and reprint requests to: Professor Viswanath Venkatesh, Robert H. Smith School of Business, University of Maryland, College Park, Maryland 20742. E-mail: [email protected].

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