Network effects in technology acceptance: Laboratory experimental evidence |
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| Authors: | Andrea Pontiggia Francesco Virili |
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| Institution: | 1. Ca’ Foscari University of Venice, Department of Business Economics and Management, San Giobbe, Cannaregio 873-30121 (VE), Italy;2. Università degli Studi di Cassino, OrgLab – Dipartimento Impresa, Ambiente e Management – Facoltà di Economia Via S. Angelo, sn – 03043 Cassino (FR), Italy |
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| Abstract: | This research analyzes network effects in technology acceptance. The hypothesis is that the size of the user network affects technology acceptance. Even today, empirical measurement of network effects is challenging and there is a lack of experimental evidence. In order to investigate and measure the relationship between network size (number of adopters) and user acceptance, technology acceptance research needs to broaden its scope and approaches. To overcome this limitation we reproduce a particular type of technology acceptance process in a laboratory experiment, controlling for user network size and testing its influence on user perceptions and, ultimately, on acceptance decisions. We measured user perceptions and analyzed the data using consolidated and tested technology acceptance models. The results confirm our hypothesis, showing a significant effect of user network size on user perceptions. Finally, we discuss the theoretical and managerial implications of our approach and findings. |
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| Keywords: | Technology acceptance Network effects Network externalities Laboratory experiment |
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