Reflecting on Technology Acceptance: Lessons from Commercial Creative Processes OASIS 2004, Washington DC Oded Nov Polytechnic University, New York, USA.

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Presentation transcript:

Reflecting on Technology Acceptance: Lessons from Commercial Creative Processes OASIS 2004, Washington DC Oded Nov Polytechnic University, New York, USA Rachel McCalla Henley Management College, UK

Motivation - Technology acceptance research dominated by the Technology Acceptance Model (TAM). - UTAM (Unified Technology Acceptance Model) - consolidates key theories into one parsimonious model. - Examine usefulness of TAM/UTAM in the context of industrial creative processes. - Four case studies of companies in the advertising industry that use technology to support creative processes.

The advertising creative process

IS in the creative process

Discussion - System functionality – rather than technology as one homogenous factor. - Functionality Acceptance - more appropriate than Technology Acceptance? - Look at functionality acceptance from two different perspectives: direct ideation support vs. indirect ideation support.