The motivations underlying the use of technological innovations: new insights from projective techniques

Abstract

Based on McClelland's theory of human motivation, we identify five motivations that may be relevant for the use of Wireless Local Area Network (WLAN) and Voice over Internet Protocol (VoIP). Two projective techniques – Thematic Apperception Tests (TATs) and cartoon tests – are used to uncover the conscious and unconscious motivations of young adults to use these technologies and avoid any positivism bias and interviewer bias that may lead to overoptimistic or socially desired responses. Projective techniques allow us to capture the emotional reactions of individuals towards technological innovations, assess the influences of social networks and take into account the negative attitudes and resistances towards new technologies. The results show that WLAN provides a way to satisfy the needs for achievement and freedom, socialise with others and experience enjoyment. Concerning VoIP usage, the motives for affiliation, achievement and enjoyment are the most important acceptance drivers. These findings can be used to enrich the validity of forecasts for the success of new technologies, e.g., by using mixed-method research designs.