Recognizing that organizations reside in institutional networks that influence organizational structure and actions, this research proposes using social contagion theory to extend institutional theory-based research to predict organization intentions toward adopting an information technology (IT) innovation. Moving beyond the dominant “diffusion of innovation” approach to IT innovation, this study articulates a model of the “social contagion” of technology adoption. Rooted in social contagion theory, we suggest that cohesion and structural equivalence interact with mimetic and normative forces to shape organization adoption intentions. We suggest that cohesion moderates normative and mimetic predictors’ influence on firm IT adoption intentions. Also, we further posit that structural equivalence moderates the relationship between mimetic pressures and technology adoption intentions. By combining established institutional theory-based predictors of technology adoption with social contagion constructs, we broaden our understanding of IT innovation phenomena. The paper concludes with implications for research and practice.
Klein, Richard and Roberts, Nicholas, "Do As Others Do: Modeling IT Adoption Intentions through Institutional and Social Contagion Theories" (2007). DIGIT 2007 Proceedings. 3.