The motivations underlying the use of technological innovations: new insights from projective techniques
by Joerg Koenigstorfer, Andrea Groeppel-Klein, Stefan Pla
International Journal of Business Environment (IJBE), Vol. 2, No. 2, 2008

Abstract: Based on McClelland's theory of human motivation, we identify five motivations that may be relevant for the use of Wireless Local Area Network (WLAN) and Voice over Internet Protocol (VoIP). Two projective techniques – Thematic Apperception Tests (TATs) and cartoon tests – are used to uncover the conscious and unconscious motivations of young adults to use these technologies and avoid any positivism bias and interviewer bias that may lead to overoptimistic or socially desired responses. Projective techniques allow us to capture the emotional reactions of individuals towards technological innovations, assess the influences of social networks and take into account the negative attitudes and resistances towards new technologies. The results show that WLAN provides a way to satisfy the needs for achievement and freedom, socialise with others and experience enjoyment. Concerning VoIP usage, the motives for affiliation, achievement and enjoyment are the most important acceptance drivers. These findings can be used to enrich the validity of forecasts for the success of new technologies, e.g., by using mixed-method research designs.

Online publication date: Mon, 14-Jul-2008

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Environment (IJBE):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com