Abstract
Many IT innovations show significantly different results from the expectations or market forecasts in the diffusion perspective. Tablet PCs have gained immense attention as useful devices for improving productivity and enhancing customer relationship in firms. However, the diffusion of tablet PCs in firms has been progressing slowly. This study examines the effects of value perception and alternative attractiveness on the diffusion of tablet PCs, using survey data from Korean firms. The results reveal that perceived low benefits, monetary and non-monetary sacrifices are determinants of perceived low value, which in turn influences low adoption intention of tablet PCs. Alternative attractiveness is also significantly associated with perceived low value and low adoption intention. Furthermore, firm innovativeness moderates the relationship between perceived low value and low adoption intention. We discuss the theoretical implications on the adoption barriers of firms from the value adoption model and suggest practical implications for successful diffusion of IT innovations in firms, focused on tablet PCs.
Published Version
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