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The Emergence of a Content Acceptance Model (CAM): New Thoughts Regarding the Trial, Adoption, and Usage of New Media

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The Emergence of a Content Acceptance Model (CAM): New Thoughts Regarding the Trial, Adoption, and Usage of New Media Air Force Institute of Technology AFIT Scholar Theses and Dissertations Student Graduate Works 3-23-2009 The Emergence of a Content Acceptance Model (CAM): New Thoughts Regarding the Trial, Adoption, and Usage of New Media Ryan G. Walinski Follow this and additional works at: https://scholar.afit.edu/etd Part of the Communication Technology and New Media Commons, and the Technology and Innovation Commons Recommended Citation Walinski, Ryan G., "The Emergence of a Content Acceptance Model (CAM): New Thoughts Regarding the Trial, Adoption, and Usage of New Media" (2009). Theses and Dissertations. 2499. https://scholar.afit.edu/etd/2499 This Thesis is brought to you for free and open access by the Student Graduate Works at AFIT Scholar. It has been accepted for inclusion in Theses and Dissertations by an authorized administrator of AFIT Scholar. For more information, please contact [email protected]. Single-Author Thesis THE EMERGENCE OF A CONTEN T ACCEPTANCE MODEL (CAM): NEW THOUGHTS REGARDING THE TRIAL, ADOPTION, AND USAGE OF NEW MEDIA THESIS Ryan G. Walinski, Captain, USAF AFIT/GEM/ENV/09-M18 DEPARTMENT OF THE AIR FORCE AIR UNIVERSITY AIR FORCE INSTITUTE OF TECHNOLOGY Wright-Patterson Air Force Base, Ohio APPROVED FOR PUBLIC RELEASE; DISTRIBUTION UNLIMITED The views expressed in this thesis are those of the author and do not reflect the official policy or position of the United States Air Force, Department of Defense, or the United States Government. AFIT/GEM/ENV/09-M18 THE EMERGENCE OF A CONTENT ACCEPTANCE MODEL (CAM): NEW THOUGHTS REGARDING THE TRIAL, ADOPTION, AND USAGE OF NEW MEDIA THESIS Presented to the Faculty Department of Systems and Engineering Management Graduate School of Engineering and Management Air Force Institute of Technology Air University Air Education and Training Command In Partial Fulfillment of the Requirements for the Degree of Master of Science in Engineering Management Ryan G. Walinski, BS Captain, USAF March 2009 APPROVED FOR PUBLIC RELEASE; DISTRIBUTION UNLIMITED. AFIT/GEM/ENV/09-M18 THE EMERGENCE OF A CONTENT ACCEPTANCE MODEL (CAM): NEW THOUGHTS REGARDING THE TRIAL, ADOPTION, AND USAGE OF NEW MEDIA Ryan G. Walinski, BS Captain, USAF Approved: ---signed----- 23 Mar 09 ________________________________________ ___________ Alexander J. Barelka, Lt Col, USAF (Chairman) Date ----signed------- 23 Mar 09 ________________________________________ ___________ Daniel T. Holt, Lt Col, USAF (Member) Date ----signed------ 23 Mar 09 ________________________________________ ___________ Todd A. Peachey, Maj, USAF (Member) Date AFIT/GEM/ENV/09-M18 Abstract New Media is defined not by the technology that it is based on but rather on individual level attributes that contribute to the development of new artifacts, practices and social arrangements. However, existing technology adoption models tend to stress technology and organizational level attributes over such individual level characteristics. This suggests that new models are required in order to fully capture how the New Media adoption process works. We are moving away from organizational and technology adoption focus and towards an individual and content adoption focus. A review of existing technology acceptance models reveals that the content provided by these systems is often not considered by these models. A qualitative analysis of 80 in-depth semi- structured interviews revealed that it is the content which often drives the trial, use, adoption, and diffusion of New Media systems. A new way of thinking, focusing on individual and content adoption, leads to the emergence of a Content Acceptance Model (CAM): new thoughts regarding the trial, adoption, and usage of New Media. iv AFIT/GEM/ENV/09-M18 For my wife and child v Acknowledgments I took on this thesis as a challenge to myself for two reasons. First, I wanted to complete a thesis outside my comfort zone of engineering and numbers, and a qualitative research study was the perfect way to accomplish this. Secondly, I was never the most technologically inclined person when it came to using computers and knowing the extent of what the Internet provided, besides the basics. This thesis enhanced my knowledge of the Internet and computer programs, but making me utilize different computer programs and dive into the content available on the Internet. I would like to express my utmost appreciation and thanks to my advisor for allowing me to break out of my comfort zone and challenge myself with this thesis, while at the same time providing guidance, support, inspiration, and mentorship throughout the entire process. I truly enjoyed being able to participate in this research, and can only hope my efforts will be followed on and added to by future researchers, as I believe we broke some new ground and very interesting concepts throughout this process. Most importantly, I need to thank my wife for her support, and for giving me all the time I needed to complete this thesis, while at the same time being understanding over the past year, even with the birth of our first child. I also need to think all my previous Wing Commander, Air Force squadron commanders, previous teachers, and other Air Force leaders that have served as my role models, while helping and supporting my efforts to apply, and get selected for the opportunity to attend the Air Force Institute of Technology to get my Master's Degree in the first place. I also need to thank the rest of my family, friends, classmates, and my thesis committee for their commitment and help along the way, as I could not have completed my thesis without every one of those people's support. Ryan G. Walinski vi Table of Contents Page Abstract ...................................................................................................................... iv Acknowledgements .................................................................................................... vi Table of Contents ...................................................................................................... vii List of Figures ...............................................................................................................x List of Tables ............................................................................................................. xi I. Introduction ............................................................................................................1 Background ...........................................................................................................1 The Problem ..........................................................................................................4 Research Questions ...............................................................................................5 Approach ...............................................................................................................8 Purpose and Significance of Study .......................................................................9 II. Literature Review ..................................................................................................11 Introduction .........................................................................................................11 Existing Predominant Trial, Usage, Adoption, and Diffusion Models ...............12 Why People Try Information Technologies .......................................................21 Why People Adopt Information Technologies ...................................................22 Why People Use Information Technologies .......................................................25 Reasons for the Diffusion of Information Technologies ....................................26 Holes in Previous Models .......................................................................................35 Proposed Content Acceptance Model (CAM) .........................................................39 Page vii III. Methodology ..........................................................................................................42 Sample..................................................................................................................42 Data Collection ....................................................................................................42 Definitions..........................................................................................................42 Procedure ...........................................................................................................44 Measures ............................................................................................................44 Self Reported Screener ....................................................................................45 Self Reported Homework Assignment ............................................................46 Social Desirability Bias..................................................................................47 Interpersonal Influence ..................................................................................47 Mavenism .......................................................................................................48 The Big Five ..................................................................................................49 Semi-Structured Interview ...............................................................................50 Location of interviews .......................................................................................51 Approach ..............................................................................................................51
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