Because use is the critical link between information technology (IT) investments and organizational performance, IS researchers have focused attention on the post-adoption phase—after organizational IT are installed and used by employees in their work. To that end, recent theoretical work introduced IT identity—representing the strength of individuals’ self-identification with an IT—as a means to explain richer, post-adoption, IT use behaviors. Utilizing multiple methods and surveys, and focused on use of two different technologies, this study develops theory-based measures to establish IT identity’s utility for expanding the understanding of post-adoption use. Results show IT identity predicts different IT use behaviors and richer forms of use. Further, IT identity maintains its predictive validity when embedded in a model with other predictors. Given the importance of such value-creating behaviors in today’s multi-functional-platform based IT environments, our findings suggest future research consider IT identity an instrumental part of models seeking to explain IT use in post-adoption contexts.
Carter, Michelle; Petter, Stacie; Grover, Varun; and Thatcher, Jason Bennett
"IT Identity: A Measure and Empirical Investigation of its Utility to IS Research,"
Journal of the Association for Information Systems, 21(5), .
Available at: https://aisel.aisnet.org/jais/vol21/iss5/2
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