Many studies of technology acceptance have noted that new technology can have far-reaching effects, dramatically changing the environment (e.g., work, home, school) in which we use the technology. The current research considers an equity comparison perspective on technology acceptance and usage in the context of online discussion tools based on the equity implementation model (EIM). The EIM applies equity theory to assess user net outcomes related to adopting new technology in comparison to the net outcomes of other technology stakeholders. Facilitating conditions with the new technology are investigated as a moderating factor on intentions and usage. Equity theory and social comparisons provide an alternative lens for understanding technology acceptance that may capture broader issues related to the changes resulting from new technology. This research describes what we believe to be a first effort to operationalize social comparisons of equity in the context of technology acceptance. A survey instrument ...
['Traci J. Hess', 'Kailash Joshi', 'Anna Lazarova McNab']
An Alternative Lens for Understanding Technology Acceptance: An Equity Comparison Perspective