Abstract

This case study investigated intraorganizational diffusion of a communication technology, Lotus Notes, through the lens of Rogers' (1995) diffusion model in a manufacturing organization. The input-process-outcome analytic approach taken in this study afforded a new vantage from which to view diffusion. Using qualitative and quantitative data to integrate organizational and individual level data, the researcher developed findings grounded in structuration (Giddens, 1979) based on the theoretical components of Lewis and Seibold's intraorganizational innovation adoption framework (1993).

Five major findings were forwarded. The analysis revealed that separate applications of the same communication technology diffused differently when evaluated through Rogers' (1995) diffusion model. Second, complexity of innovation, critical mass, and technology/requirement match accounted for the variance between application diffusions. These findings supported the development of flexible, dynamic models for examining diffusion.

Third, mutually exclusive functionalities of the innovation-in-use predicated variable degrees of fidelity and uniformity. Fourth, top management endorsement of technology infrastructure and technology culture indirectly but significantly moderated fidelity and uniformity of innovation. Finally, user characteristics moderated effects of structured implementation activities (training) accounting for variance in user innovation-role involvement. The final three results demonstrated that degree of fidelity and uniformity of technological innovations is dependent upon complex interactions among individuals, the organization, and the technology.

Citation

Speicher, S.A.R. Intraorganizational diffusion of communication technology. Ph.D. thesis, University of Kansas. Retrieved August 16, 2024 from https://www.learntechlib.org/p/126969/.

This record was imported from ProQuest on October 23, 2013. [Original Record]

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Keywords

• Management Business Administration
• Speech Communication
• Technology of Education