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Social influence in technology adoption: taking stock and moving forward

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Abstract

Social influence has been shown to profoundly affect human behavior in general and technology adoption in particular. Over time, multiple definitions and measures of social influence have been introduced to the field of technology adoption research, contributing to an increasingly fragmented landscape of constructs that challenges the conceptual integrity of the field. Consequently, this paper sets out to review how social influence has been conceptualized in technology adoption research. In so doing, this paper attempts to inform researchers’ understanding of the construct, reconcile its myriad conceptualizations, constructively challenge extant approaches, and provide impulses for future research. A systematic review of the salient literature uncovers that extant interpretations of social influence are (1) predominantly compliance-based and as such risk overlooking identification- and internalization-based effects; (2) primarily targeted at the individual level and non-social technologies, thereby precluding the impact of socially enriched environments; and (3) heavily reliant on survey-based and US/China-centric samples, which jeopardizes the generalizability and predictive validity of the findings. Building upon these insights, this paper develops an integrated perspective on social influence in technology adoption research that encourages scholars to pursue a multi-theoretical understanding of social influence at the interface of users, social referents, and technology.

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Fig. 1

(adapted from Burnkrant and Cousineau 1975, p. 207)

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Notes

  1. This condition was only applied to papers published up to and including 2011. All papers from 2012 onwards were reviewed individually to prevent the timeframe since publication to act as a limiting factor on the number of citations. Using the year 2011 as a cut-off allowed for a roughly stable number of papers per year in the final sample.

  2. Subsequently superseded by the UTAUT, in which the indirect effect of subjective norm was dropped and replaced by a social influence construct that includes the notion of support (Venkatesh et al. 2003).

  3. The UTAUT (Venkatesh et al. 2003) measures social influence based on a combination of two items related to subjective norm (Fishbein and Ajzen 1975) and two items related to social factors (Thompson et al. 1991).

  4. It is important to distinguish support as a form of social influence from support as a facilitating condition. The latter refers to objective factors in the environment that make an act easy to do, such as the provision of computer training and technical support in the context of technology acceptance (Thompson et al. 1991).

  5. Technology adoption scholars speak of “perceived” critical mass since it is difficult to determine the actual critical mass threshold for a specific technology, but individuals may have a subjective perception thereof (Cho 2011).

  6. Cho (2011) provides a good example for how to do this based on subjective norm and perceived critical mass.

  7. The sample of studies at the societal level is limited as cultural values and dimensions (e.g., Hofstede 1983) are not considered a social influence construct. For a review of culture in information systems research please refer to Leidner and Kayworth (2006).

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Acknowledgements

We would like to thank Hendrike Werwigk for editorial support. We further acknowledge helpful comments from participants of the 25\({\mathrm{th}}\) European Conference on Information Systems.

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  1. University of Passau, Innstr. 27, 94030, Passau, Germany

    Lorenz Graf-Vlachy, Katharina Buhtz & Andreas König

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  1. Lorenz Graf-Vlachy
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Correspondence to Lorenz Graf-Vlachy.

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Graf-Vlachy, L., Buhtz, K. & König, A. Social influence in technology adoption: taking stock and moving forward. Manag Rev Q 68, 37–76 (2018). https://doi.org/10.1007/s11301-017-0133-3

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