A Service of Leibniz-Informationszentrum econstor Wirtschaft Leibniz Information Centre Make Your Publications Visible. zbw for Economics Gimpel, Gregory Doctoral Thesis Value-driven Adoption and Consumption of Technology: Understanding Technology Decision Making PhD Series, No. 15.2011 Provided in Cooperation with: Copenhagen Business School (CBS) Suggested Citation: Gimpel, Gregory (2011) : Value-driven Adoption and Consumption of Technology: Understanding Technology Decision Making, PhD Series, No. 15.2011, ISBN 9788759384695, Copenhagen Business School (CBS), Frederiksberg, http://hdl.handle.net/10398/8326 This Version is available at: http://hdl.handle.net/10419/208782 Standard-Nutzungsbedingungen: Terms of use: Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Documents in EconStor may be saved and copied for your Zwecken und zum Privatgebrauch gespeichert und kopiert werden. personal and scholarly purposes. 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All rights reserved. No parts of this book may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage or retrieval system, without permission in writing from the publisher. Gregory Gimpel Value-driven Adoption and Consumption of Technology: Acknowledgements Understanding Technology Decision Making 1st edition 2011 In this thesis, I detail the journey that I have undertaken to shift from PhD Series 15.2011 businessman to academic researcher. It has been an amazing adventure and one that has greatly shaped me. Throughout my study I have been graced with much help, without which I my research and this thesis would not have been © The Author possible. I would first like to thank my PhD supervisor Jan Damsgaard, without whose ISBN: 978-87-593-8469-5 tutilage I doubt I would have been able to navigate the difficult transition from ISSN: 0906-6934 consultant to researcher. I would also like to thank Jonas Hedman, my frequent coauthor and collaborator, who accepted the challenge and adopted me as his PhD student when he signed on as my auxilary supervisor. I need to also give special thanks to Mads Bødker, with whom I have written several papers. I have received so much support from my colleagues at Copenhagen Business School, to whom I will be eternally grateful. And special LIMAC PhD School is a cross disciplinary PhD School connected to research communities within the areas of Languages, Law, Informatics, thanks to Niels Bjørn-Andersen, who helped pave the path for my work after I Operations Management, Accounting, Communication and Cultural Studies. finish this thesis. I owe much to the Center for Applied ICT, Copenhagen Business School, and to the DREAMS project which sponsored my fellowship and research via a grant from the Danish Agency of Science and Technology (grant number 2106-04- 0007). I would also like to thank the Institute for Communication Technology Management at the University of Southern California Marshall School of Business, Elizabeth Fife, Francis Pereira, and Andrea Vladar for welcoming me as a visiting scholar during my PhD studies. I would also like to thank my parents Jeff and Sheila who provided their encouragement and moral support during my journey. I would also like to express my thanks to my friends Thomas Philip for calling my attention to the DREAMS project; and Annika P. Smith and Natalie Wynn Pace for their encouragement and eleventh-hour copyediting. All rights reserved. No parts of this book may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage or retrieval system, without permission in writing from the publisher. “Value-driven Adoption and Consumption of Technology: Understanding Technology Decision Making” Abstract Recent innovations have integrated information and communication technology (ICT) into the fabric of people’s daily lives. Wireless technology, with its constant presence and transcendence of geographical boundaries, has profoundly influenced people’s behavior and the consumption of technology and related services. During the past few years, wireless technologies have shifted from simple devices offering mobile phone calling to multipurpose devices that incorporate the capabilities of other devices. The multiple uses of these devices, coupled with the blurring of the work-home and utilitarian- hedonic technology, creates the need for a new understanding of technology adoption and use. When making the decision to use a wireless technology, consumer end users must make their decisions in a context that often includes alternatives and substitutes that can fulfill their needs. As the breadth of wireless capabilities increases, the decision to use technology becomes more complex because the number of competing options grows. Given the need to understand wireless technology usage, this thesis asks why do consumers use a given wireless technology when they have so many options to choose from? To answer this question, this thesis views technology use as both adoption (decision to begin using) and consumption (the use once someone has accepted a technology). It draws upon two qualitative field studies and five research papers. To address consumer technology decision-making, this thesis borrows the theory of consumption values (TCV) from market research and employs a behavioral economics lens to understand how people decide among choices. The findings indicate that people decide to use technology to satisfy functional, social, emotional, epistemic and conditional needs; and that a technology’s value is created by satisfying these needs. However, consumers do not make their usage decisions by evaluating wireless technologies in isolation, but in context by comparing them against a technology with which they are already familiar (in the case of adoption) or by comparing the wireless option against another choice that can also address their need. The consumption value of the wireless technology relative to the referent drives the decision. Accordingly, the referent against which consumers compare a wireless technology will determine the outcome of their decision process. If they choose a referent that is inferior to the wireless technology, then they will use the wireless option. If, however, they choose a referent that is superior to the wireless technology, then they will use the referent, unless the use of the referent is perceived to be too inconvenient. This thesis contributes the understanding of technology use and the process by which individual users make ICT decisions by introducing the adoption and consumption of technology (ACT) model, which provides an understanding of the subjective, potentially irrational, value judgments and cognitive decision processes that guide the decision to adopt and consume wireless technology. "Værdi-drevet adoption og anvendelse af teknologi: en forståelsesramme for valg af teknologi" Abstrakt Informations-og kommunikationsteknologi (IKT) er, gennem teknologiske nyskabelser, blevet en integreret del af folks dagligdag. Trådløs teknologi har, med dets konstante tilstedeværelse og overskridelse af geografiske grænser, en grundlæggende indflydelse på folks adfærd og anvendelse af teknologi og IKT- relaterede tjenester. I løbet af de sidste år har trådløse teknologier udviklet sig fra at være relativt simple teknologier, anvendt til tale og tekst, til at være multifunktionsenheder, der erstatter en lang række forbrugerteknologier. De mange