| Peer-reviewed Papers |
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"The Wireless Internet Decision: A Multi-method Investigation of
Decision Drivers”
International Journal of Mobile Communications
(forthcoming)
Co-authored with Punit Ahluwalia and Upkar Varshney
Abstract: The deployment of mobile internet technologies such
as 3G/4G and WiMax adds more access technologies options for internet
users. This raises a question on how people decide which access
technology to use. Behavioral economics suggests that reference price,
status quo bias, and flat rate bias are important determinants of
people’s buying behavior when making a choice among several
alternatives. This paper takes a mixed-methods approach to address calls
for alternative perspectives on technology adoption and for exploration
of the consumer decision-making process beyond construct-based research.
More specifically, focus group and survey methodologies are used to
examine the research questions. The study finds that reference pricing,
flat rate bias, and status quo bias are important factors in technology
adoption decisions. This study contributes to the Information Systems
and mobile communications literature by proposing an approach for
technology adoption when alternative options are available to users and
providing opportunities for further research.
Keywords:
Technology adoption, Mental accounting, Reference price, Status
quo bias, Flat rate bias, Wireless Internet adoption, Multi-method
research
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"The Adoption of Hyped Technology: A Qualitative Study”
Information Technology and Management
Co-authored with Jonas Hedman
Abstract: The
introduction of new consumer technology is often greeted with
declarations that the way people conduct their lives will be changed
instantly. In some cases, this might create hype surrounding a specific
technology. This article investigates the adoption of
hyped
technology,
a special case that is absent in the adoption literature. The study
employs a consumer research perspective, specifically the
theory of
consumption values
(TCV), to
understand the underlying motives for adopting the technology. In its
original form, TCV entails five values that influence consumer behavior:
functional, social, epistemic, emotional and conditional. The values
catch the intrinsic and extrinsic motives influencing behavior. Using a
qualitative approach that includes three focus groups and sixty
one-on-one interviews, the results of the study show that emotional,
epistemic and social values influence the adoption of hyped
technologies. Contrary to expectations, functional value, which is
similar to the widely used information system constructs of perceived
usefulness and relative advantage, has little impact on the adoption of
technologies that are surrounded with significant hype. Using the
findings of the study, this article proposes a model for investigating
and understanding the adoption of hyped technologies. This article
contributes to the literature by (1) focusing on the phenomenon of hyped
technology, (2) introducing TCV, a consumer research-based theoretical
framework, to enhance the understanding of technology adoption, and (3)
proposing a parsimonious model explaining the adoption of hyped
technology.
Keywords:
Adoption of hyped technology model, hype, field study, intrinsic
motivation, qualitative methods, technology adoption, theory-building
research, theory of consumption values
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“Why People Aren’t Using Wireless Internet: A Behavioral Economics
Approach to Technology Preferences.”
International Journal of Services and Standards
Co-authored with Punit Ahluwalia and Upkar Varshney
Abstract: This paper proposes a new model for understanding the
adoption of internet services when competing technological standards can
fulfill similar needs. Using prospect theory as its theoretical
foundation, the model posits that reference prices, flat rate
preference, and status quo bias constitute the perceived sacrifice when
users consider adoption of new services such as wireless internet.
Perceived sacrifice and perceived quality influence the perceived
relative value, which in turn influences the intention to adopt wireless
internet. The proposed model and related hypotheses are empirically
confirmed through a field study. The paper discusses several
implications for telecommunications policy and industry.
Keywords: Wireless
internet; reference price; status quo bias; flat rate preference;
perceived quality; perceived value; service organizations; services and
standards
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“Robots on the Move from Production Line to the Service Sector: the
Grand Challenges for Contractors, Workers, and Management.”
Proceedings of the
eChallenges 2010 Conference. (October 2010)
Co-authored with
Kim Normann
Andersen, Rony Medaglia, Peter Sjølin, Lene Mikkelsen
Abstract:
This paper presents a study on robot vacuum cleaning within the Danish
public sector. Contrasting conventional images of robots as ineffective
and technologically immature, we put forward the proposition that vacuum
cleaning robots are at par with or better cleaning quality achieved by
conventional vacuuming. Although the financial cost-benefit analysis
provides inconclusive results, the case study reported here indicates
that robots are mature enough to be adopted in the cleaning of the
office environment. In the adoption of robots, we identify key
challenges for management, contractors, and workers.
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"Wired or Wireless Internet? A Situation in Which Standards Don't
Matter"
9th Annual Global Mobility Roundtable / International Conference on
Mobile Business (June 2010)
Abstract: This paper finds that network externalities play minimal
role in the choice of internet access technology. Potential adopters of
mobile laptop internet view broadband technology as a black box, the
technological details of which do not matter. The study uses qualitative
techniques to explore how the speed of technological obsolescence,
market share dominance, and the black boxing of technology impact
consumer intention to adopt WiMax and 3G wireless internet for their
laptop computers. The results, implications for industry, and areas for
further research are discussed.
Keywords: Network externalities, wireless broadband, mobile
internet, lock-in, black box
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“Technology Use: Time-in or Time-out?”
18th European Conference on Information Systems (June 2010)
Co-authored with Mads Bødker and Jonas Hedman
Abstract:
This paper investigates evolving technology use by applying the
distinction of time-in and time-out usage. This distinction describes
how uses of technology within the life-world (i.e. the ordinary, the
un-reflected) can be punctuated by time-out use when a user takes out
time to consciously use or reflect on a medium. Data was collected
through a longitudinal field study involving focus groups, interviews,
and surveys from smart phone users during a six-month period. We have
adopted a theoretically informed grounded approach to analyze our
empirical data and present rich data. The results show how technology
use evolves over time and provides theoretical explanation as to why
usage changes with time. The time-in/out distinction shows
how the value of an “extraordinary device” changes over time, thus
accomplishing sensitivity to the artifact by examining the flow of
activities. By
repurposing the time-in/out distinction from its origin in media- and
communications theory, this paper marks a pragmatic move that allows the
distinction to be applied to more deeply understand the adoption and
appropriation of technology products.
Keywords: Technology use,
Mobile
technology Smart phones, Time-out technology usage.
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“Technology Use as Consumption: A Longitudinal Study of Smart
Phones”
International Conference on Information Systems 2009
Co-authored with Mads Bødker and Jonas Hedman
Abstract: This paper investigates technology use as consumption
behavior instead of using innovation/ diffusion/ acceptance frameworks.
Building on consumer research we introduce the Theory of Consumption
Values (TCV) to understand the underlying values and motives of
technology usage. Data was collected through interviews, focus groups,
and surveys from smart phone users during a six month period. We have
adopted a narrative approach to analyze our empirical data and present
the data as a dialogue between two smart phones. The story presented in
the dialogue shows how different consumption values, including
functional, epistemic, emotional, social, and conditional values, drive
technology use how they evolve over time. In the beginning, epistemic,
emotional, social values drove the use. Later, functional value became
the key driver of use.
Keywords: Technology adoption, technology use, smart phones,
consumption values
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“The User Experience of Smart Phones: A Consumption Values
Approach”
Global Mobility Roundtable 2009
Co-authored with Mads Bødker and Jonas Hedman
Abstract: The purpose of this paper is to complement previous
research on the adoption and use of smart phones by introducing theories
from consumer research. The focus is on both the intrinsic and extrinsic
values that users experience when possessing, interacting, and using
smart phones. We investigate smart phone usage in a six month field
study with 16 participants. As such, it shows how the Theory of
Consumption Values and its five value categories: functional, social,
emotional, epistemic, and conditional are useful constructs to
conceptualize and understand smart phone use experience. We show how
smart phone use can be usefully articulated as in terms of consumption.
This can be beneficial perspective 1) when designing smart phones and
wireless devices in the future and 2) when describing and explaining the
diffusion and adoption of smart phones and other technologies in
general. The study also reveals that “use” as such is an end by itself
and not only a mean to reach some other objectives, e.g. calling,
texting or surfing. Furthermore, the study indicates that use as a
construct (dependent variable) is too simplistic and needs further
development and elaboration to include both the extent (e.g. what
features of an artifacts is used) and nature (e.g. how well the artifact
is used) of use.
Keywords: Smart phone, consumption values, technology adoption, wireless
technology
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“The User Experience of Smart Phones: A Consumption Values
Approach”
Global Mobility Roundtable 2009
Co-authored with Mads Bødker and Jonas Hedman
Abstract: The purpose of this paper is to complement previous
research on the adoption and use of smart phones by introducing theories
from consumer research. The focus is on both the intrinsic and extrinsic
values that users experience when possessing, interacting, and using
smart phones. We investigate smart phone usage in a six month field
study with 16 participants. As such, it shows how the Theory of
Consumption Values and its five value categories: functional, social,
emotional, epistemic, and conditional are useful constructs to
conceptualize and understand smart phone use experience. We show how
smart phone use can be usefully articulated as in terms of consumption.
This can be beneficial perspective 1) when designing smart phones and
wireless devices in the future and 2) when describing and explaining the
diffusion and adoption of smart phones and other technologies in
general. The study also reveals that “use” as such is an end by itself
and not only a mean to reach some other objectives, e.g. calling,
texting or surfing. Furthermore, the study indicates that use as a
construct (dependent variable) is too simplistic and needs further
development and elaboration to include both the extent (e.g. what
features of an artifacts is used) and nature (e.g. how well the artifact
is used) of use.
Keywords: Smart phone, consumption values, technology adoption, wireless
technology
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“The Values of Using Smart Phones”
32ndInformation Systems Research in Scandinavia Seminar (August 2009)
Co-authored with Mads Bødker and Jonas Hedman
* Winner, Best Paper Award *
Abstract: The purpose of this paper is to complement previous
research on the adoption and use of smart phones by introducing theories
from consumer research and media use. The focus is on the both intrinsic
and extrinsic values user experiences when possessing, interacting and
using smart phones as well as media use behavior. As such, it shows how
the theories of consumption values and its five value categories:
functional, social, emotional, epistemic, and conditional are useful
supplements to traditional conceptualizations and explanations of smart
phone adoption. Using concepts from consumption values theory to explain
the user’s activities and experience of the iPhone, we show how the
smart phone can be usefully articulated as in terms of consumption. It
also implies that the use as such is an end by itself and not only a
mean to reach some other objectives, e.g. calling or surfing. In
addition, we portray the smart phone use as a question of fit. These can
be beneficial perspectives 1) when designing smart phones and wireless
devices in the future and 2) when describing, explaining, and predicting
the diffusion and adoption of smart phones and other technologies in
general.
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“Smart Phones and their Substitutes: Task-Medium Fit and Business
Models”
8th International Conference on Mobile Business (June 2009)
Co-authored with Mads Bødker and Jonas Hedman
Abstract: Drawing on data from a longitudinal field study, this paper
investigates the influence of existing, better and stand-alone
technology substitutes on the use of smart phones. By applying prospect
theory, media richness theory, and business model literature, the
purpose of this paper is to improve our understanding of the role of
substitutes, device content fit issues, and implications for business
models by asking the question: What is an effective business model to
address the relationship between user preference and the fit of the
smart phone and everyday task? The field study data suggest the need for
business models to recognize that adoption decisions are
reference-dependent and strongly influenced by the fit between task and
smart phone.
Keywords: media richness, substitutes, task-Medium fit, Business Models,
iPhone
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“Decision Models and the Use of Wireless Technology”
17th European Conference on Information Systems (June 2009)
Abstract: Many nations boast high broadband internet penetration. In
many of markets, consumers can choose among competing technologies to
connect to the internet. Much research in the IT diffusion domain has
been useful for examining the adoption of individual technologies. This
paper explores technology adoption in an environment in which different
technologies fill a similar need by focusing on wireless internet
access. This paper uses a series of focus group interviews to analyze
the use of cognitive referencing in the form of reference prices,
situational (status quo) framing, and mental accounting as potential
determinants of technology adoption. The findings of this study suggest
that adoption decisions are reference-dependent and that researchers
should consider users’ referents when studying adoption in the wireless
broadband market.
Keywords: Pricing, technology choice, diffusion theory, adoption,
standards, wireless, broadband, qualitative research
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