Chapter 23 Plans for Modeling Rational Acceptance of Technology

Abstract

The abstract discusses the combination of the use-plan analysis with the Unified Theory of Acceptance and Use of Technology (UTAUT) to develop a model called 'Rational Acceptance of Technology'. Here's a concise explanation:

Use-Plan Analysis and UTAUT: The use-plan analysis focuses on how artefacts are used and designed, while UTAUT is a model for predicting the adoption of information systems in organizations. Use-Plan Analysis gives us detailed insights into the actual use of the technology – the nitty-gritty of how it's used in real-life situations. UTAUT, on the other hand, helps us understand the broader context of why people decide to use or not use a technology. These two approaches are proposed to be combined.

Mapping Concepts: The basic concepts of use-plan analysis and UTAUT can be aligned with each other. This alignment suggests the feasibility of developing an evaluative model to understand and predict the rational acceptance of technology.

Development of 'Rational Acceptance of Technology' Model: This model aims to provide an empirically informed framework for understanding why and how technology is accepted in organizational contexts.

Mutual Benefits of the Combination: The combination of use-plan analysis and UTAUT can enhance the understanding of technology adoption. It can provide insights into conditions for rational adoption, guide adoption-sensitive design, and clarify the transfer of control and responsibility from the designer to the user.

In summary, the abstract proposes a novel approach to understanding technology adoption by combining the practical insights of use-plan analysis with the empirical strengths of UTAUT, leading to a comprehensive model that can guide both the design and adoption of technology in organizational settings.

23.1 Introduction

The Use-Plan Analysis and UTAUT (Unified Theory of Acceptance and Use of Technology) are approaches to understanding how technology is adopted and used. Here's a concise explanation of these concepts:

Use-Plan Analysis:

• This is a way of understanding how people use technology by focusing on the plans they have when using an artefact (like a tool or device).
• It sees artefact use as a series of actions, including at least one interaction with the artefact, aimed at achieving a goal.
• The analysis is a rational reconstruction, meaning it's used to evaluate the practical rationality of using an artefact. It assesses if using the artefact is a rational and effective way to achieve the user’s ends.

UTAUT (Unified Theory of Acceptance and Use of Technology):

• UTAUT is a model developed by cognitive psychologists to predict why people in organizational contexts decide to adopt or reject technology.
• It considers factors like perceived usefulness, ease of use, social influence, and available resources and support.
• The theory is empirically tested and provides insights into the psychological and social factors influencing technology adoption.

Combining Use-Plan Analysis and UTAUT:

• This combination is proposed to create a more comprehensive model of technology adoption and use.
• By integrating the practical, action-oriented perspective of the Use-Plan Analysis with the psychological and social insights of UTAUT, a more holistic understanding of technology adoption can be developed.
• Such a combined model can offer benefits like setting rational conditions for technology adoption, guiding user-centered design, and clarifying the transfer of responsibility and control from designers to users.
• In essence, this combination aims to provide a more nuanced and practical understanding of how and why people adopt and use technology, blending insights from both practical action and social-psychological perspectives.

23.2 Use Plans

In Section 23.2 of the discussed text, the concept of Use Plans is elaborated as part of a philosophical analysis of how artefacts (tools or devices) are used and designed. Here's a concise explanation:

Background:

The use-plan analysis builds on theories in action philosophy, where plans, rather than individual intentions, are seen as results of practical deliberation.

This analysis views use as executing a plan that includes at least one interaction with an artefact.

Use Plan:

A use plan consists of a series of considered actions aimed at achieving a goal, which includes manipulating an artefact.

For example, a use plan might involve using a pen and paper to write a memo, or using a computer to send an email.

Designing as Constructing Use Plans:

Designing an artefact is seen as creating and communicating a use plan. This includes describing the artefact itself and how it should be used.

The focus is on aiding users to achieve their goals by providing a sequence of actions, which may involve using the designed artefact.

Rationality of Use Plans:

Use plans are evaluated based on practical rationality, meaning they are assessed for their effectiveness and efficiency in achieving the user's goals.

Using an artefact is rational if it involves executing a rational use plan, which is effective and efficient under the user's specific circumstances and skills.

Rational vs. Improper Use:

There's a distinction between rational and irrational use, which depends on the user’s beliefs and circumstances, and proper and improper use, which refers to the social institutionalization of use and use plans.

For instance, using a meeting tablet to arrange private meetings might be an improper use, even if the use plan is effective and efficient.

In summary, the use-plan analysis offers a structured way to understand artefact use and design by focusing on plans and practical rationality. It provides a framework for assessing the rationality of using artefacts based on their effectiveness and efficiency in achieving specific goals.

23.3 Models of Technology Adoption

In Section 23.3, the discussion focuses on Models of Technology Adoption, specifically the Unified Theory of Acceptance and Use of Technology (UTAUT). Here's a concise explanation:

Background:

Originating in management research, technology-adoption models explain and predict how users accept and adopt information systems. These models are based on broader theories of behavioral change like the Theory of Reasoned Action and the Theory of Planned Behavior.

UTAUT:

The Unified Theory of Acceptance and Use of Technology (UTAUT) is a significant model in this field, combining various constructs to explain user behavior.

UTAUT includes four key constructs: Performance Expectancy, Effort Expectancy, Social Influence, and Facilitating Conditions. These constructs are measured through questionnaires and observed behavior.

Key Constructs of UTAUT:

Performance Expectancy: Belief that using the system improves job performance.

Effort Expectancy: Ease of using the system.

Social Influence: Belief that important others think the system should be used.

Facilitating Conditions: Belief in the existence of an organizational and technical infrastructure to support system use.

Empirical Testing:

UTAUT has been tested in various organizational contexts, explaining a significant portion of the variance in technology use intentions and actual use.

It's been noted that constructs like Performance Expectancy are more influential in some groups (e.g., men, younger employees) than others.

Shortcomings:

UTAUT is criticized for not capturing the dynamic nature of technology adoption (like initial reluctance followed by acceptance).

The model also "black-boxes" the design process, focusing only on the interaction between users and finished systems, not involving the design process.

Evaluative Perspective:

There's a need for an evaluative perspective in UTAUT to assess the rationality of technology adoption and user control over the technology.

The model could benefit from a clearer understanding of control (both perceived and actual) and how this affects user acceptance and responsibility.

In summary, UTAUT is a comprehensive model for understanding technology adoption in organizational contexts. It identifies key factors influencing user behavior but also has some limitations, particularly in its treatment of the design process and the dynamics of adoption over time. Integrating an evaluative perspective could address these issues and enhance the model’s applicability.

23.4 Rational Acceptance of Technology

In Section 23.4, titled "Rational Acceptance of Technology," the focus is on combining the Unified Theory of Acceptance and Use of Technology (UTAUT) with the use-plan analysis to create a more comprehensive and evaluative model for technology adoption. Here's a concise explanation:

Combination of UTAUT and Use-Plan Analysis:

The idea is to integrate UTAUT's constructs with elements from the use-plan analysis. This integration is seen as feasible due to their shared foundation in hierarchical models of cognition and action.

Explicating UTAUT Constructs:

The goal is to explain UTAUT's constructs (Performance Expectancy, Effort Expectancy, Social Influence, and Facilitating Conditions) using the framework provided by the use-plan analysis.

Creating an Evaluative Model:

By combining these approaches, the aim is to develop a model that is both empirically informed (based on UTAUT's predictive success) and evaluative (incorporating rational assessments of technology use from the use-plan analysis).

Profitability of Integration:

The integration is not just theoretically possible but also beneficial. This combined model would not only strengthen UTAUT by incorporating rational evaluation of technology use but also fill gaps in the use-plan analysis.

Three Key Benefits:

• For UTAUT: The model would add conditions for rational adoption, enhance understanding of user acceptance, and address the shortcomings related to technology design and user control.
• For Use-Plan Analysis: It would offer empirical support and expand its application beyond the theoretical framework, making it more relevant to real-world technology adoption scenarios.
• For Technology Adoption and Design: The combined model would provide a more holistic view, considering both the empirical realities of how people use technology and the rational principles that should guide its use and design.

In summary, merging UTAUT with the use-plan analysis is seen as a promising avenue to create a more robust and practical model for understanding and evaluating technology adoption, benefiting both theoretical understanding and practical applications in technology design and use.

23.4.1 Mapping

In Section 23.4.1, "Mapping", the authors discuss how the basic constructs of the Unified Theory of Acceptance and Use of Technology (UTAUT) can be interpreted using the use-plan analysis framework. Here's a simplified explanation:

Intention to Use and Rationality:

UTAUT constructs are determinants of the intention to use technology. In the use-plan analysis, a rational intention to use an artefact requires a desire to use it and a justified belief in the ability to execute a use plan.

Performance Expectancy:

A key predictor of intention to use in UTAUT is performance expectancy. According to the use-plan analysis, rational use of technology depends on the belief that the technology will effectively and efficiently help achieve one’s goals.

Effort Expectancy and Facilitating Conditions:

Effort expectancy relates to the ease of using the technology. The use-plan analysis adds that using technology also requires operational knowledge (skills). Facilitating conditions in UTAUT, like training and auxiliary items, are essential for skill acquisition and effective use of technology.

Systems of Technologies:

Many technologies are used as part of a larger system, influencing each other's use. This aspect points out the importance of considering the broader context in which a technology is used.

Social Influence:

Social influence in UTAUT reflects the impact of social norms and pressures on technology use. The use-plan analysis traditionally focuses on individual rationality, but the inclusion of social influence suggests the importance of considering social context and pressures in technology adoption.

Ambiguity in Intention to Use:

The concept of intention to use might be ambiguous, potentially concealing reluctance to adopt technology due to social or technical constraints. This highlights the complex interplay between individual preferences and external influences in technology adoption decisions.

In summary, the section explores how UTAUT’s constructs of technology adoption can be understood through the lens of use-plan analysis, emphasizing the importance of practical rationality, skills, and social context in understanding why and how individuals adopt new technologies.

23.4.2 Rational Acceptance

In Section 23.4.2, "Rational Acceptance", the authors discuss how combining the Unified Theory of Acceptance and Use of Technology (UTAUT) with the use-plan analysis leads to an evaluative model for technology adoption. This model assesses how rational the acceptance of new technology is based on justified beliefs and knowledge. Here's a concise explanation:

Evaluative Model for Technology Adoption:

The combination of UTAUT and use-plan analysis creates a framework that evaluates technology adoption from a rational perspective. It differentiates between user perceptions (what users think) and actual features of usage (real characteristics of technology use).

Justification of Beliefs and Intentions:

The model considers the justification for beliefs and intentions about using new technology. This justification could come from various sources like testimonials from designers, past successes, or an individual’s skills and expertise.

Rational vs. Irrational Adoption:

The model allows for distinguishing between rational (justified and reasonable) and irrational (unjustified or less reasonable) adoption of technology. This distinction is important for understanding why and how people decide to use new technology.

Influence of Moderating Factors:

While instrumental rationality (practical effectiveness and efficiency) should ideally not be influenced by factors like gender or age, these can indirectly affect planning elements, such as motivation or the ease of learning new technology.

In essence, the section explains how merging UTAUT with use-plan analysis offers a more nuanced, rational evaluation of technology adoption, considering not just what users believe or perceive, but also the actual practicality and efficiency of using new technology. This approach can help in understanding the complexities behind why certain technologies are adopted and how this process can be made more effective and user-friendly.

23.4.3 Adoption-Sensitive Design

In Section 23.4.3, "Adoption-Sensitive Design", the authors discuss how the use-plan analysis provides a framework for designers to ensure that new technologies are adopted rationally by users. Here's a concise explanation:

Designer-User Interface:

The use-plan analysis highlights the importance of effective communication between designers and users. Designers are responsible for ensuring that users understand how to use the technology to achieve specific goals.

Rational Adoption Requirements:

For the adoption of a new technology to be considered rational, users need clear information on several key aspects:

• The goal or purpose of the technology.
• The procedural knowledge or steps for using the technology.
• Necessary skills, auxiliary items (additional tools or devices needed), and the environmental conditions required for effective use.

Responsibility of Designers:

Designers have a role-specific responsibility to communicate this information effectively. If crucial information is missing or unclear, rational users may not form intentions to use the technology.

Collaborative Responsibility:

While designers play a central role, the responsibility for effective communication can also involve other agents like marketing staff, instructors, and managers. However, this distribution of responsibility does not diminish its importance.

Implications for Design Practice:

These requirements for adoption-sensitive design may already be familiar to design practitioners, suggesting that the proposed model aligns with practical design considerations. Further refinement of the model could integrate insights from design research, potentially enhancing its applicability and effectiveness.

In summary, this section emphasizes the need for designers to ensure that users are provided with all necessary information to make a rational decision about adopting new technology. This approach not only benefits users but also aligns with the ethical responsibilities of designers in guiding technology adoption.

23.4.4 Being in Control?

In Section 23.4.4, "Being in Control?", the authors discuss how control over technology plays a crucial role in technology adoption, particularly in the interaction between designers and users. Here's a concise explanation:

Control in Technology Adoption:

The Unified Theory of Acceptance and Use of Technology (UTAUT) model lacks a clear construct for control, which is critical in understanding technology adoption. The use-plan analysis can address this by focusing on the transfer of control from designers to users.

Transfer of Control:

Designers transfer some control over technology to users by providing them with the necessary knowledge, skills, and resources to use the technology effectively. This enables users to perform specific actions using the technology.

Responsibility and Control:

With control comes responsibility. According to Fischer and Ravizza (1998), having the ability to perform actions with technology implies that one can exert control and therefore is responsible for those actions. However, responsibility doesn't always mean blameworthiness, especially in situations where users are coerced or pressured.

Rational Acceptance and Responsibility:

Rational acceptance of technology implies that users accept some responsibility for the outcomes of using the technology. If a user claims to know how to use a technology and is not coerced into using it, they are responsible for any failures, provided the technology is functioning correctly.

Applying to Organizational Contexts:

This understanding of control and responsibility is particularly relevant in organizational contexts, where the adoption of technology also reflects the user's decision to fulfill their role and responsibilities within the organization.

Framework for Analyzing Responsibility:

A model that combines UTAUT with the use-plan analysis could provide a framework to analyze the relationship between responsibility and technology in organizations, helping to understand how users adopt and adapt to new technologies.

In summary, this section emphasizes the importance of understanding the dynamics of control and responsibility in technology adoption. It highlights how the use-plan analysis can complement UTAUT by providing a clearer perspective on how control is transferred from designers to users, and how this transfer influences users' responsibilities and decisions to adopt new technologies.