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Technology Adoption Theories and Models Examples

Technology Adoption Theories and Models. Explain Models for Technology Adoption. Also, Examples of Technology Adoption Theories and Models.

Technology Adoption Models

The technology adoption models refer to the theories and frameworks that explain why people accept and utilize modern technology. It also describes how people adopt modern technology and use it in communication, business, health, education, and other sectors. Technology adoption means accepting and utilizing modern technology confidently. Researchers have introduced several technology adoption models in the recent decade to describe the reasons for technology adoption. They also mention the significant factors of these models that stimulate people to accept modern technology.

On the other hand, academicians consider a few factors that drive users to reject modern technology. The adoption of technology models plays a critical role in further improving technology. The importance of technology adoption has increased in social, political, educational, and business contexts. Therefore, nobody can deny the usefulness of modern technology and its application in personal life.

The Importance of Technology Adoption Models

Technology adoption models answer the most common question, "why do people use the new technology?". In addition, the researchers and practitioners present factors that influence people to accept new technology. Technology has become an inevitable part of daily life. Nowadays, students conduct virtual classes through online platforms such as Google Meet, Zoom Meeting, Microsoft Teams, and Skype. Additionally, many organizations set corporate meetings via these web conferencing applications. The adoption models for technology are developed to propose the reasons for and consequences of the technology. Technology adoption theories are related to information and communication models.

Technology Adoption Models and Theories

The Models of Technology Adoption are:

Technology Acceptance Model(TAM)-1986
Extended Technology Acceptance Model (TAM 2) (ETAM)- 2002
Unified Theory of Acceptance and Use of Technology (UTAUT)- 2003
Technology Acceptance Model-3 (TAM 3)-2008
Extending Unified Theory of Acceptance and Use of Technology (UTAUT2 (2012)
Motivational Model (MM)-1992
Motivational Model of Microcomputer Usage-1996
Uses and Gratification Theory (U&G)-1974
Diffusion of Innovation Theory- 1962
Perceived Characteristics of Innovating Theory (PCIT)
The Model of PC Utilization (MPCU)-1991

These are examples of technology adoption models and theories.

1. Technology Acceptance Model(TAM)-1986

Fred D. Davis introduced the technology acceptance model(TAM) in 1986 in his Ph.D. thesis paper titled "A TECHNOLOGY ACCEPTANCE MODEL FOR EMPIRICALLY TESTING NEW END-USER INFORMATION SYSTEMS: THEORY AND RESULTS." In 1986, Fred D. Davis initially included three elements: perceived usefulness, perceived ease of use, and attitude toward using the system. The technology acceptance model outlines three factors: perceived usefulness, ease of use, and attitude toward using the system. It also represents the design feature with X1, X2, and X3.

The Original Technology Acceptance Model By Fred Davis (1986)- Technology Adoption Theories and Models

Technology Acceptance Model (TAM) (Davis, 1989)

Fred D. Davis published the technology acceptance model "Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology " in the Management Information Systems Research Center, the University of Minnesota 1989. So, the model is familiar as the Technology Acceptance Model (TAM) (Davis, 1989).

Technology Acceptance Model (TAM)- Technology Adoption Theories and Models

Technology Acceptance Model (TAM) (Davis et al., 1989)

However, In 1989, Fred D. Davis, Richard P. Bagozzi, and Paul R. Warshaw presented the technology acceptance model in the research paper "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models," published by the Institute for Operations Research and the Management Sciences (INFORMS) located in Maryland, USA.

Fred D. Davis is a University of Michigan School of Business Administration professor. His research interests include user acceptance of technology, technology support to make decisions, and motivational factors of computer acceptance. TAM model was certainly derived from the adoption Theory of Reasoned Action (TRA), which describes the factors that stimulate people to change human behavior. It has also been designated as the most cited model in the field of information and communication technology(ICT). The technology acceptance model(TAM) is undoubtedly one of the most significant technology adoption models.

Final Version of Technology Acceptance Model

The Final Version of the Technology Acceptance Model was developed by Venkatesh and Davis in 1996. The Technology Acceptance Model (TAM) explains the user's intention to accept technology by three variables: perceived usefulness, ease of use, and attitude toward use. The additional factors of the TAM are user education, system features, user participation in the design, and the nature of the execution method. However, it excludes the social influence factor on the acceptance of modern technology. So, the researchers and practitioners term it as the limitation of the model for being implemented beyond the workplace.

However, In 1996, Viswanath Venkatesh and Fred D. Davis included an additional variable, "External Variables", to the previous model and outlined the final version of the Technology Acceptance Model.

"The TAM, TAM2, ETAM, TAM3 and UTAUT have been used over the years by various researchers to explain the adoption technology systems".

2. Extended Technology Acceptance Model (TAM 2) (2000)

Venkatesh and Davis added new factors to the Technology Acceptance Model and established the Extended Technology Acceptance Model (TAM 2) in 2000. The extended technology acceptance model is also known as the TAM2 and ETAM. ETAM described two groups of constructs, for example, social influence processes and cognitive instrumental determinants.

Extension of the Technology Acceptance Model (TAM 2)

The three social influence determinants are subjective norm, voluntariness, and image. Additionally, the four cognitive instrumental processes of perceived usefulness are Job relevance, Output quality, Result demonstrability, and Perceived ease of use. Both social influence and cognitive instrumental determinants stimulate users to accept and use the system.

3. Unified Theory of Acceptance and Use of Technology (UTAUT) (2003)

The unified theory of acceptance and use of technology refers to the UTAUT model introduced in 2003. Viswanath Venkatesh, Michael Morris, Gordon Davis, and Fred Davis established the Unified Theory of Acceptance and Use of Technology (UTAUT) in 2003, under the title of "User Acceptance of Information Technology: Toward a Unified View".

The Unified Theory of Acceptance and Use of Technology (UTAUT) was developed from eight renowned technology acceptance modes. "The eight models are the theory of reasoned action (TRA), the technology acceptance model (TAM), the motivational model (MM), the theory of planned behavior (TPB), a model combining the technology acceptance model and the theory of planned behavior, the model of PC utilization (MPCU), the innovation diffusion theory, and the social cognitive theory (SCT)."

Firstly, the authors analyze the eight models and review the literature on user acceptance. Secondly, they investigate and compare those models' extensions. Additionally, they developed a unified model based on the eight models' components. Finally, the unified model was tested empirically and validated using data in a longitudinal approach. The UTAUT model has become the most significant framework for understanding determinants affecting to acceptance and usage of a new system.

Unified Theory of Acceptance and Use of Technology UTAUT

The four prime constructs of UTAUT are 1) Performance Expectancy, 2) Effort Expectancy, 3) Social Influence, and 4) Facilitating Conditions.

The first three constructs (Performance Expectancy, Effort Expectancy, and Social Influence) determine user intention and behavior. However, the fourth element (Facilitating Conditions) directly determines user behavior. Besides, the four moderate variables are Gender, age, experience, and voluntariness.

4. Technology Acceptance Model 3 (2008)

The Technology Acceptance Model (TAM3) was introduced by Venkatesh and Bala in 2008. TAM-3 provides valuable rational explanations of how and why individuals decide on the adoption and use of ITs, particularly the work on the determinants of perceived usefulness and perceived ease of use.

5. Extending Unified Theory of Acceptance and Use of Technology (UTAUT2) (2012)

Venkatesh, Thong, and Xu established the Extending Unified Theory of Acceptance and Use of Technology (UTAUT2) in 2012. They added three additional variables, including hedonic motivation, price value, and
habit, to the UTAUT to explain customer technology adoption. The Extending Unified Theory of Acceptance and Use of Technology contains age, gender, and experience to moderate variables; however, it excludes the variable of voluntariness.

6. Motivation Model (MM) (1992)

Davis, Bagozzi, and Warshaw introduced the motivational model (MM) in 1992. The Motivational Model describes the external and natural stimulants that integrate users' behaviors. According to the Motivation Model, the two crucial elements of motivation are extrinsic and intrinsic motivation. Firstly, extrinsic motivation includes perceived usefulness, ease of use, and subjective norm. It is the acknowledgment that stimulates the users to act. On the other hand, intrinsic motivation includes the magnitude of enjoyment derived from recreating with a computer.

7. Motivational Model of Microcomputer Usage (1996)

The Motivational Model of Microcomputer Usage was introduced by Magid Igbaria, Saroj Parasuraman, and Jack J. Baroudi in 1996. It is also known as Igbaria's model.

A Motivational Model of Microcomputer Usage — Motivational Model

According to the Motivational Model of Microcomputer Usage, intrinsic and extrinsic motivators simulate people accepting or rejecting new technologies. This model describes perceived fun as the intrinsic motivator; however, perceived usefulness is the extrinsic motivator that influences people's behavior toward to use of computers.

8. Uses and Gratifications Theory (1974)

Katz, Blumler, and Gurevitch established the uses and gratifications theory in 1974. It explains why people utilize specific kinds of communication media. It is an active audience theory that describes the gratification of the people using these media compared to others. The U & G theory explains why people utilize certain media and what benefits they get from it. The U&G theory includes three constructs; motivations, behavioral usage, and gratifications/ satisfaction.

9. Diffusion of Innovations Theory (DOI) (1962)

Diffusion of Innovations Theory explains why people accept or reject new ideas and technology. It also describes how the use of technology spreads among people quickly. In 1962, Everett M. Rogers published the diffusion of innovation theory in his book Diffusion of Innovations. Therefore, it is known as Rogers' theory of technology adoption.

Diffusion of Innovations Theory (DOI) By Rogers (1962)

The five elements of the diffusion of innovation theory are Innovators, Early Adopters, Early Majority, Late Majority, and Laggards.

10. Perceived Characteristics of Innovating Theory (PCIT) (1991)

Moore and Benbasat introduced the perceived characteristics and innovation theory in 1991. Perceived Characteristics of Innovating Theory is certainly developed from Rogers’s perceived Attributes Innovation (PAI) theory. Perceived Characteristics of Innovating Theory added two additional factors: Image and voluntariness. It also separates the constructs of observability into Visibility and Results Demonstrability. Additionally, PCI renamed Rogers’ complexity to ease of use and kept other characteristics the same as before.

11. Model of PC Utilization (MPCU)-(1991)

Thompson, Higgins, and Howell established the PC Utilization (MPCU) model in 1991. They extended Triandis' model to explain PC utilization attitudes. The Model of PC utilization describes six elements of personal computer utilization such as job fit, complexity, long-term consequences, effect towards use, social factors, facilitating conditions, and experience to predict PC utilization behavior. However, it differs from the Theory of Reasoned Action as it differentiates between cognitive and affective elements of attitudes.

Model of Personal Computer Utilization (MPCU) Thompson et al. (1991) — Model of Personal Computer Utilization (MPCU)

Constructs used in the Model of PC Utilization (Thompson et al. 1991)- Technology Adoption Theories and Models

Shannon and Weaver Model of Communication Examples & Explanation

This article explains Shannon and Weaver's Model of Communication Elements and Example of Situation

Shannon and Weaver's Model of Communication

American mathematician Claude Elwood Shannon and scientist Warren Weaver introduced a linear communication model in 1949 in the article THE MATHEMATICAL THEORY OF COMMUNICATION. Therefore, it is called Shannon and Weaver's communication model. Initially, they proposed this mathematical model to describe the signal-transmitting system and enhance telephone communication by minimizing noise. Now it is applied in every field of information and communication broadly. However, they did not present the "Feedback"; thus, the Shannon and Weaver model is an example of a linear communication model. Initially, the Shannon-Weaver model excluded feedback; hence, it is a linear communication model. Therefore, it was an incomplete communication model for not including Feedback and different types of nonverbal communication cues.

Later, Norbert Weiner included feedback on the model in countering the criticism of the one-way communication approach. Shannon and Weaver's communication model is called the "Mother of all Communication Models" for its extreme popularity. It is also called the mathematical theory of communication, Shannon theory, and information theory in the engineering disciplines.

Shannon Weaver Model Linear or Transactional

Shannon and Weaver introduced the linear communication model with six elements: information source, transmitter, channel, receiver, destination, and noise source. The authors did not add feedback to this model in 1949; therefore, it is a linear communication model. However, later the feedback was included by Norbert Wiener in 1950.

Feedback in Shannon Weaver Model

In 1950, Norbert Wiener added the "Feedback" in Shannon and Model. He presented the feedback system in the book (The Human Use of Human Beings) initially published in 1950. Norbert Wiener is also the founder of cybernetics theory, which explains the feedback system. Shannon and Weaver have not published the modified model, including feedback. Hence, the original model of Shannon and Weaver is linear, as they did not mention feedback.

Shannon-Weaver Communication Model Examples of Situation

The four Examples Situation of the Shannon-Weaver Model are:

Ordering Food Through Food Panda
Simple Job Application Email
Listening to News on Radio
Watching the United States Presidential Debates- 2024

Shannon-Weaver Communication Model Examples of Situation-1: "Ordering Food Through Foodpanda"

In this scenario, the customer is the sender of the information who orders a meal through the Foodpanda Mobile App (Information Source).
The customer encodes messages and transmits them through a signal via a mobile application using TCP/IP sockets (Transmitter).
The mobile application is the channel through which messages are transmitted from senders to receivers (Channel).
The communication might interfere with Electrical Noise generated by the random movement of electrons in the electronic device (Noise).
The device of food delivery is the receiver of the message. The delivery person and restaurant authority are the message's destination who will process the food (Destination).

Shannon-Weaver Model Examples of Situation-2: "Simple Job Application Email "

The applicants write a simple job application email with a CV attachment (Sender or Source of Information).
The Gmail email software converts ideas into text messages to transmit them (Transmitter).
The internet-based email conveys the message to HR professionals (Channel).
Noise like spam filters or internet issues might interfere (Noise).
The HR manager receives the email and takes further action (Receiver).
The manager retains the email cover letter with the attached resume or forwards it to the concerned professional (Destination).

Examples of Situation of Shannon-Weaver Model-3: "Listening News on Radio"

Jon is listening to the morning news via the radio. The news presenter broadcasts news regarding today's weather forecast. However, he cannot hear the report of the radio frequency interference (RFI). RFI is created from an internal wireless system. The news presenter is the information source, the radio is the channel, Jon is the receiver, and radio frequency interference is also known as electrical noise.

Shannon-Weaver Model Examples of Situation-4: "Watching the United States Presidential Debates- 2024"

The CNN television telecast the first general election debate for the United States Presidential Debates 2024. Donald Trump from Republican and Joe Biden from the Democratic attended the debates on June 27, 2024. Around 51.27 million people watched this presidential debate and most think that Trump performed better than Joe Biden.

These are the four example situations of the Shannon-Weaver model.

Shannon and Weaver Model of Communication Explanation

The Shannon and Weaver communication model includes six elements: Information Source, Transmitter, Channel, Receiver, Destination, and Noise Source. However, Shannon and Weaver did not mention "Feedback" in 1949; hence, it is a linear communication model like the Aristotle model and Lasswell communication model. Many researchers and practitioners criticize this model for not adding "Feedback." Therefore, later, Norbert Weiner included "Feedback" to describe the transactional communication process.

Many communication models have been postulated based on this model- for example, Eugene White's model and Osgood-Schramm's transactional model.

Shannon and Weaver Model of Communication Elements

The Six Elements of Shannon and Weaver's Model of Communication are:

Information Source.
Transmitter.
Channel.
Receiver.
Destination.
Noise Source.

Shannon and Weaver model of Communication explanation — Shannon and Weaver's Model of Communication

1. Information Source

Information source refers to the sender of the communication process that conveys the message to the receiver. It also indicates the person who generates the information and initiates the communication process.

For example, the lecturer gives a motivational speech to new students in the orientation program using a dynamic microphone. In the meantime, an airplane passes over the program. So students can not hear the lecturer's speech for a while.

2. Transmitter

The transmitter refers to the message converter that changes the message into a signal to transfer through the communication channel. It is also called the encoding process. The messages are spoken words, written messages, pictures, music, and nonverbal cues.

For example, the lecturer's speech is transmitted through the dynamic microphone. The microphone converts the spoken word into a signal to transfer via an electrical current on the wire.

3. Channel

Channel is the medium that conveys the message from senders to receivers. Communicators utilize distinguished channels based on communication, such as human senses, radio, television, newspapers, electronic tools, social media, and so on.

For example, the wire is the channel that conveys messages from the lecturer to students.

4. Receiver

Receivers are the people who convert the signal into a meaningful message. They are responsible for decoding the message. So, the receiver is the decoder of the communication process.

For example, students are the receivers who process the signal and sound into a meaningful message.

5. Destination

Destination indicates both senders and receivers of the communication process who encode and decode the message.

According to Shannon and Weaver's Model, "when I talk to you, my brain is the information source, yours the destination; my vocal system is the transmitter, and your ear and the associated eighth nerve is the receiver."

6. Noise

Noise is the unwanted sound of the communication process that disrupts effective communication. Communicators found noises in every communication process, including verbal, nonverbal, written, visual, face-to-face, mediated, and group communication. The most common types of noise in communication are physical, physiological, psychological, semantic, electrical, syntactical, cultural noise, and so on.

For example, airplane sound is considered the physical noise in communication that distracts the students from hearing the speech.

Communication Noise: 5 different types of noise in communication are physical noise, physiological noise, psychological noise, Semantic noise & cultural noise. Examples of 5 Types of Noises in the Communication Process. — Different Types of Noise in Communication

Shannon and Weaver Communication Model Advantages and Disadvantages

Advantages of Shannon and Weaver's Model

1. Explain IT-Based Communication: Firstly, Shannon and Weaver's theory enhances telephone communication by representing six essential elements. It articulates the signal-transmitting system through the medium. The model provides a clear and straightforward framework for understanding the technology-based communication process. This simple model can be used in multiple contexts.

2. Representing Key Components (Noise): For the first time, this theory explains the communication noises that barrier effective message transmission. Noise is a significant communication component. This model includes key components of the communication process including noise. Many communication theories avoid noise as the unwanted key component in communication. Controversly, it is the first linear model that explains noise as a fundamental element.

3. Diverse Applicability: Shannon and Weaver's model can be used to explain diverse communication contexts including interpersonal, social, mass, digital, and organizational communication.

4. Technological Relevance: This model was established in 1948; however, it is still relevant to analyze digital communication. Finally, Shannon-Weaver's framework is the first communication model that explains the message-sending process through an instrument. It has contributed to the development of telecommunications systems, digital coding techniques, and data transmission technologies.

Shannon and Weaver Communication Model Disadvantages

1. Linear and One-Way: Firstly, It is a linear communication model due to not demonstrating Feedback. The model describes that communication is a one-way process. However, most communication processes are two-way in directional manners. Therefore, this model is inappropriate for analyzing transactional communication processes like face-to-face discussions.

2. No Feedback: The Shannon-Weaver model does not include feedback in communication. Avoiding feedback is the major weakness of this model because every transactional communication holds feedback.

3. Focus on Technological Context: Shannon and Weaver's model highlights technological communication context overlooking social, psychological, and cultural contexts. Shannon Weaver's model was designed to explain mediated communication.

Conclusion

In short, the Six Elements of the Shannon and Weaver Model o are Information Source, Transmitter, Channel, Receiver, Destination, and Noise Source. Eventually, Norbert Weiner included the seventh element(Feedback) to make it a transactional communication model. Shannon and Weaver's Model was introduced in 1949 and is undoubtedly a linear communication model like Aristotle, Lasswell, and David Berlo's SMCR Model.

Established Year of the Shannon-Weaver Model?

The Shannon and Weaver model was introduced in 1949. However, there is controversy regarding the establishment year of the Shannon and Weaver model. Claude Shannon published the article(A Mathematical Theory of Communication) in the Bell System Technical Journal in 1948 known as the Shannon theory. Warren Weaver republished the previous article in 1949, adding more information and discussing the model's implication for the effective communication process. They also renamed The Mathematical Theory of Communication while republishing it in a book. Therefore, it is known as the Shannon-Weaver model of communication.

Warren Weaver did not contribute to the article (A Mathematical Theory of Communication) published in 1948 by Claude Elwood Shannon. So, Weaver's name cannot be included in the model published in 1948. He co-authored the same article in 1949 and renamed it "The Mathematical Theory of Communication" while reprinting it in the book. The Mathematical Theory of Communication is called Claude Shannon and Warren Weaver's model of communication. So, it is rational to say that the Shannon and Weaver model was introduced in 1949, not 1948.

Shannon-Weaver’s Communication Theory Pdf Download-

A Mathematical Theory of Communication

Shannon, 1948 Reference

Shannon, C. E. (1948). A mathematical theory of communication. The Bell System Technical Journal, 27(3), 379-423.

Shannon and Weaver, 1949 Reference

Shannon, C. E., & Weaver, W. (1949). The mathematical theory of communication. The University of Illinois Press

Citation For This Article - APA- 7th Edition:

Kobiruzzaman, M. M. (2024). Shannon and Weaver Model of Communication Explanation & Examples.Newsmoor- Best Online Learning Platform. https://newsmoor.com/shannon-and-weaver-model-of-communication-explanation-examples/