Network Structures and Online Technology Adoption

Abstract

How do social network structures influence online technology adoption? As few studies have examined the impact of social network structures on technology adoption, especially with regard to online teams deciding what technology to adopt, the answer to this question has remained elusive. In this research, we argue that comembership is one of the most important mechanisms through which online social networks are built and online network structures emerge. We further test the magnitude of the influence of network structures on technology adoption in virtual workspaces. We focus on three key network structure variables: network centrality, network closure, and network brokerage. We argue that network centrality and network brokerage are positively related to online technology adoption, yet network closure has the opposite impact. To illustrate our theory and test the hypotheses, we build online social networks using open-source software development data and examine the adoption of the latest software version control technology. Methodologically, we address the heterogeneity and simultaneity issues between network structures and adoption behavior; thus, we show a compelling relationship between network structures and online technology adoption.