Diffusion of computing innovation in a corporate environment

The purpose of this exploratory case study was to test an integrated model of adoption by combining diffusion of innovation, sense-making, and elements of information poverty. The computer was treated as the technological innovation through which research subjects experienced a range of choices of computer adoption in a corporate work environment. Evidence of acceptance through rejection was sought to determine if the integrated model of adoption would add new knowledge to research literature and determine the extent of diffusion of computers found among the labor union population surveyed.; The research methodology combined quantitative survey and qualitative interviews that selected Communication Workers of America members employed at AT&T completed. The unit of analysis was the level of adoption experienced by the individual employees at one company. Data analysis used conceptual elements that influenced computer acceptance and four levels of adoption by applying factor analysis and multiple regression techniques.; Diffusion of computers was found among most of the research subjects in this study. The integration of the three theories proved to be useful for exploring the innovation decision process at the employee's work level. There was evidence of concerns and fears regarding computers, but even respondents who did not have computers at work, recognized their value for increasing worker productivity. Other respondents stated “computer systems put people out of work.”; One element from diffusion theory, relative advantage and one element from theory of information poverty, situational relevance, were found to impact respondents. Evidence of risk-taking, the second element from information poverty was not found as it was defined. However, environmental changes within AT&T, such as deregulation and numerous staff reductions, may have impacted respondents' willingness to participate in the two phases of this study. Significant gender, ethnic or age differences were not found among the respondents.