SIG - Adoption and Diffusion of IT
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Paper Type
ERF
Paper Number
1474
Description
This theoretical paper considers the need for psychological comfort in response to a state of ambivalence as implicit user demand and argues that meeting such needs through the addition of ambivalence reduction features could increase technology adoption and use. It further explains the concept and demonstrates its application within the social media context using the Snapchat adoption case. In the end, the paper discusses the proposed theoretical perspective’s implications for practice and theory
Recommended Citation
Vaezi, Reza, "Ambivalence Reduction Effect on Technology Adoption and Use" (2022). AMCIS 2022 Proceedings. 7.
https://aisel.aisnet.org/amcis2022/sig_adit/sig_adit/7
Ambivalence Reduction Effect on Technology Adoption and Use
This theoretical paper considers the need for psychological comfort in response to a state of ambivalence as implicit user demand and argues that meeting such needs through the addition of ambivalence reduction features could increase technology adoption and use. It further explains the concept and demonstrates its application within the social media context using the Snapchat adoption case. In the end, the paper discusses the proposed theoretical perspective’s implications for practice and theory
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