A Peer Driven Technology Adoption Model: Using Communities of Practice to Influence Technology Adoption

The purpose of this study was to evaluate the role a peer-driven technology acceptance model (PDTAM) in the form of a Community of Practice (CoP) played in assisting users in the acceptance of Trellis technologies at the University of Arizona. Constituent Relationship Management (CRM) technologies are becoming more common in higher education, helping to track interactions, streamline processes, and support customized experiences for students. Unfortunately, not all users are receptive to new technologies, and subsequent adoption can be slow. While the study of technology adoption literature provides insight into what motivates individuals to accept or reject new technologies, used herein was the most prevalent technology adoption theory – the Technology Acceptance Model (TAM; Davis, 1986). I used TAM to explore technology acceptance more spec user’s Perceived Ease of Use (PEU) and Perceived Usefulness (PU). In this MMAR study, I used TAM (Davis, 1986) as well as Everett Roger’s (1983) Diffusion Innovation Theory (DOI) to evaluate the impact of the CoP mentioned above on user adoption. Additionally, I added Perceived Value (PV) as a third construct to the TAM. Using pre-and post-intervention surveys, observation, and interviews, to both collect and analyze data on the impacts of my CoP intervention, I determined that the CoPs did assist in more thoroughly diffusing knowledge share, which reportedly led to improved PEU, PU, and PV in the treatment group. Specifically, the peer-to-peer mentoring that occurred in the CoPs helped users feel empowered to use the capabilities. Additionally, while the CoPs reportedly improved PEU, PU, and PV, the peer-to-peer model and the Trellis technologies still have not matured enough to realize their total value to campus.