UNIVERSITY of OSLO Department of Informatics
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UNIVERSITY OF OSLO Department of informatics Diffusion of innovation and user acceptance of tickets An empirical study in an ubiquitous computing context Master thesis 30 credits Anders Martinsen 18. December 2006 II Foreword This thesis is the result of a work project that constitutes the practical part of the Master’s degree offered by the Information System group at the Department of Informatics, University of Oslo, Norway. The Master’s degree consists of a theoretical and a practical part. The theoretical part consists of 90 study points which equals one and a half year with full study. The practical part consists of a research project which corresponds to 30 study points and this project was performed under the guidance from an internal advisor. I would like to thank my internal supervisor Jo Herstad at the Department of Informatics for motivating and interesting meetings. I would also like to thank my friends Andreas, Jørgen, Mads, Audun, Kim and Øystein for comments on my ideas and my girlfriend Heidi and my family who supported me greatly all through the project. Last, but not least a special thank to Øivind who proofread the whole thesis. III IV Abstract This thesis lies within the field of Information Systems and Human-Computer Interaction with a particular focus on user acceptance of tickets in relation with football games. The goal of this thesis is to study user acceptance of paper and electronic tickets and to study the electronic ticket in relation with the Innovation of Diffusion theory (IDT) by Rogers (Rogers, 2003) and Ubiquitous computing and related theories. The technology emphasized is the wireless technology RFID and especially contactless smart cards which are used as the electronic ticket. A case study is conducted on the Smart Stadium system which is used at different football stadiums in Norway. Kristiansand stadium is one of these and it is reviewed closely. One of the benefits with the Smart Stadium system is the use of electronic tickets. A user survey is conducted among 156 users of the system as well and this shows that the paper ticket has higher user acceptance than the electronic ticket. Tradition and the feeling of security when holding the paper ticket physically in the hand are the mains reasons for this choice. The categorization of the respondents from the survey into adopter categories shows slight differences from the original model developed by Rogers. In addition can concepts from Ubiquitous computing and related theories like Calm computing, Tangible computing, Ambient Intelligence and Unremarkable computing make the attribute of complexity, which is one of Rogers five perceived attributes of accepting technology, better described and understood. V VI Table of Contents 1 INTRODUCTION.............................................................................................................................................. 1 1.1 MOTIVATION AND BACKGROUND .................................................................................................................. 1 1.2 FOCUS ........................................................................................................................................................... 1 1.3 PROBLEM AREA ............................................................................................................................................. 2 1.4 PROBLEM DEFINITION.................................................................................................................................... 3 1.5 OVERVIEW OF THE CHAPTERS........................................................................................................................ 4 2 METHODOLOGY............................................................................................................................................. 6 2.1 LITERATURE STUDIES.................................................................................................................................... 6 2.2 QUALITATIVE METHODS................................................................................................................................7 2.2.1 Interview............................................................................................................................................... 7 2.2.2 Observation .......................................................................................................................................... 8 2.3 QUANTITATIVE METHODS.............................................................................................................................. 9 2.3.1 Questionnaire ....................................................................................................................................... 9 2.4 MIXED METHODS ........................................................................................................................................ 10 2.4.1 Concurrent Triangulation Strategy .................................................................................................... 10 2.5 APPLIED METHODS ...................................................................................................................................... 11 2.5.1 Questionnaire ..................................................................................................................................... 11 2.5.1.1 Population and sample.................................................................................................................................. 11 2.5.1.2 Instrumentation............................................................................................................................................. 12 2.5.2 Observation ........................................................................................................................................ 12 2.5.3 Interviews ........................................................................................................................................... 12 2.6 SUMMARY ................................................................................................................................................... 13 3 THEORETICAL APPROACH ...................................................................................................................... 14 3.1 FRAMEWORK............................................................................................................................................... 14 3.1.1 From the desktop metaphor to Ubiquitous computing and the invisible computer ............................ 14 3.1.2 Unremarkable computing ................................................................................................................... 17 3.1.3 Calm computing.................................................................................................................................. 17 3.1.4 Tangible computing ............................................................................................................................ 18 3.1.5 Ambient intelligence ........................................................................................................................... 19 3.1.6 Summary............................................................................................................................................. 20 3.2 USER ACCEPTANCE...................................................................................................................................... 20 3.2.1 What is user acceptance? ................................................................................................................... 21 3.2.2 What is a user? ................................................................................................................................... 21 3.2.3 What is technology?............................................................................................................................ 22 3.2.4 Innovation of diffusion theory............................................................................................................. 22 3.2.5 Summary............................................................................................................................................. 25 4 TECHNICAL FOCUS – RFID ....................................................................................................................... 26 4.1 RFID........................................................................................................................................................... 26 4.1.1 What is RFID?.................................................................................................................................... 26 4.1.2 The history of RFID............................................................................................................................ 27 4.1.3 Elements of an RFID system............................................................................................................... 28 4.1.3.1 The RFID tag................................................................................................................................................ 28 4.1.3.2 The RFID reader.......................................................................................................................................... 29 4.1.3.3 Antennas and choice of radio characteristics................................................................................................ 29 4.1.3.4