Throughout the whole history of IS adoption research, researchers struggled to frame, conceptualize, and define social norms in a sufficient way. While research during the last three years provided helpful advice to overcome this challenge, it still remains the question, why other shapes of norms (e.g. cultural norms, religious norms, moral norms, or legal norms) were hardly ever framed or discussed for IS adoption research. To provide a first step within this direction, this research offers a conceptual extension of normative beliefs for the Model of Adoption of Technology in Households (MATH) (Venkatesh and Brown 2001, Brown and Venkatesh 2005) using the norm topology by Gibbs (1965) of sociology research. An operationalization of the new constructs is provided and further steps of this research in progress are discussed.
Bosch, Kai-Gerhard; Bernius, Steffen; and Eckhardt, Andreas, "INTEGRATING A DIFFERENTIATED NORM
CLASSIFICATION INTO THE MODEL OF ADOPTION OF
TECHNOLOGY IN HOUSEHOLDS (MATH)" (2011). ECIS 2011 Proceedings. 58.