End user acceptance of information technology: a Rasch analysis

While there has been research on the diffusion of a particular type of innovation, few if any studies have examined the acceptance of a set of innovations (behavioral innovativeness) over time. This study using the Rasch methodology found evidence that computer hardware innovations are adopted in a particular order. The same could not be said for computer software, whose acceptance may be application based. This study applied a theoretical framework based on the diffusion of innovation literature (See Rodgers 1995). Data was collected via a telephone survey of 302 computer users. Scores obtained from Rasch analysis were used as the dependent variable (that of behavioral innovativeness) in a regression analysis, against factors such as overall innovativeness, use innovativeness, opinion leadership/acceptance, product class knowledge and use of sources of information. Determinates of the level of behavioral innovativeness were found to be personality traits of innovateness, (a willingness to trial new technology) and use innovateness (how innovatively existing information technology was used). The level of recent purchases in the last month of information technology items, a measure of leading edge use was also positively associated with acceptance of new technology. The research findings suggest that computer hardware manufacturers can assume that there is an order of acceptance of new technology and so can predict from the knowledge of existing hardware the acceptance of innovations in the future. Computer manufacturers can also effectively target early adopters of their technology given the results of this study. Rasch modeling can also be beneficial for organizations wishing to market diverse computer packages to users, as it allows a numerical scoring of a users acquisition profile or use of information technologies.