Social Comparison, Goal Contagion, and Adoption of Innovative Information Technology

Abstract

When adopting a new, innovative information technology (IT), most institutions tend to lack knowledge about it initially. However, they often adopt new ITs despite their illiteracy. This behavior is difficult to explain using rational IT adoption theories. Focusing on the organizational decision-making process behind adoption of innovative IT, we examine the strategy by which some companies compensate for their lack of knowledge: collection of information from other companies that have successfully adopted IT previously. We develop a new IT adoption model for which goal contagion theory and social comparison theory are combined to interpret the circumstances under which organizations tend to adopt new, innovative IT despite limited knowledge about it. Big data, cloud services, and smart mobile systems are considered as examples of innovative IT in the empirical study.

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