1. A New Perspective on the Digital Divide
Todd Marshall
Syracuse University
CODATA 2008
October 7, 2008

2. Defining the Problem
Users
Non-User

3. Scientific Divides Poor and rich countries/researchers
Social and natural scientists
Data producers and data users
Scientists and policy makers
Scientist and citizens
Scientists and funders

4. The Digital Divide 2 streams of literature
Origins: Education
Focus: Access
Topic: Internet and Resources
Solution: hardware or access
Technology Adoption
Origins: Business
Focus: Intention
Topic: Management Information Systems
Solution: “Build a better mousetrap”

5. Traditional Divide Divide #1 - Access Divide #2 - Education
Problem: “Have”s and “Have not”s
Solution: Give hardware/software/access
Divide #2 - Education
Problem: “Have”s don’t know how to use
Solution: Training and education
Divide #3 - ???
Problem: Awareness? Policy? Economics?

6. Technology Acceptance Model (TAM)
Ajzen, I., and Fishbein, M. (1973). Attitudinal and normative variables as predictors of specific behavior. Journal of Personality and Social Psychology 27(1):
Wixom, B. and Todd, P. A. (2005). A theoretical integration of user satisfaction and technology acceptance. Information Systems Research 16(1):

7. Unified Theory of Acceptance and Use of Technology (UTAUT)
Venkatesh,V., Morris, M. G., Davis,G. B., and Davis,F. D., (2003). “User acceptance of information technology: Toward a unified view.” MIS Quartery 27( 3):

8. Behavioral Adoption Framework as a Matrix
External
Factors
Internal
Technical
Quadrant - I
Technology Access
Quadrant - II
Competency
Social Values
Quadrant - III
Cultural Values
Quadrant - IV
Personal Values

9. Four Types of Factors External Factors Internal Technical
Is the technology available for use?
Does the user have the necessary competency?
Social Values
What do people and policies in the environment say about usage?
Does the user want to use it?

10. Quadratic Adoption Model

11. All four divides must be crossed
Motivation = Competency * Socio-cultural factors * Personal values
Ability = Technology * Competency
Usage = Motivation * Ability

12. Why is this helpful?
It acknowledges the uniqueness of the individual user
Demographics and money by themselves are not causative
It accounts for the significance of policy, colleagues, environment, etc.
BAF has the flexibility to address a wide variety of technologies and contexts

13. Bibliography
Marshall, T.E. A New Approach to Understanding the Digital Divide : Why two levels are not enough. Conversants 1(1): (
Mardis, M., Hoffman, E, & Marshall, T.E. (2008). A new framework for understanding educational digital library use: Re-examining digital divides in U.S. Schools. International Journal on Digital Libraries 9(1):

14. Thank you!
Todd Marshall