1 / 5

Reflecting on Technology Acceptance: Lessons from Commercial Creative Processes

Reflecting on Technology Acceptance: Lessons from Commercial Creative Processes OASIS 2004, Washington DC Oded Nov Polytechnic University, New York, USA onov@poly.edu Rachel McCalla Henley Management College, UK E-mail: rachel.mccalla@henleymc.ac.uk. Motivation.

louvain
Download Presentation

Reflecting on Technology Acceptance: Lessons from Commercial Creative Processes

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Reflecting on Technology Acceptance: Lessons from Commercial Creative Processes OASIS 2004, Washington DC Oded Nov Polytechnic University, New York, USA onov@poly.edu Rachel McCalla Henley Management College, UK E-mail: rachel.mccalla@henleymc.ac.uk

  2. Motivation • Technology acceptance research dominated by the Technology Acceptance Model (TAM). • UTAM (Unified Technology Acceptance Model) - consolidates key theories into one parsimonious model. • Examine usefulness of TAM/UTAM in the context of industrial creative processes. • Four case studies of companies in the advertising industrythat use technology to support creative processes.

  3. The advertising creative process

  4. IS in the creative process

  5. Discussion • System functionality – rather than technology as one homogenous factor. • Functionality Acceptance - more appropriate than Technology Acceptance? • Look at functionality acceptance from two different perspectives: direct ideation support vs. indirect ideation support.

More Related