Athabasca University

Digital Thesis Room >
Faculty of Graduate Studies >
Theses & Dissertations >

Please use this identifier to cite or link to this item: http://hdl.handle.net/10791/208

Title: Technology acceptance, social influence, and Athabasca University staff Landing usage
Authors: Bruce, Barb
Supervisor(s): Anderson, Terry(Centre for Distance Education)
Examining Committee: McCutheon, Mark (External) Centre for Humanities
McGreal, Rory (Internal) Centre for Distance Education
Degree: M.Ed.(DE)
Department: Centre for Distance Education
Keywords: TAM
Technology acceptance model
Social influence
social network sites
internal social network sites
Issue Date: 21-Sep-2016
Abstract: Research demonstrates the importance of social networks and their role in our acquisition of information. Although, popular social network sites are easy to use, low site participation can diminishes their value to its users. Staff participation is low for Athabasca University’s internal social network site, the Landing. This study asked: Do social influences contribute to AU staff acceptance and usage of the Landing? A sequential mixed methods design, consisting of a web-based questionnaire (N=41), and semi-structured interviews (N=5), was used, with AU staff as participants. The Technology Acceptance Model (TAM) was used to assess adoption and usage. Research using TAM in educational contexts, mainly uses quantitative data, and student participants. This is one of a few university research studies to include qualitative interviews and to use staff as participants. Results indicated social influence was the motivation for logging in to the Landing, but most staff did not return because the site was not perceived as useful or easy to use. To increase perceived usefulness of the Landing, and to increase its usage, this study`s recommendations include providing mentors for new users, and improving the site`s help section.
Graduation Date: Sep-2016
URI: http://hdl.handle.net/10791/208
Appears in Collections:Theses & Dissertations

Files in This Item:

File Description SizeFormat
BarbBruceFinal.pdf2.58 MBAdobe PDFView/Open

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.


Athabasca University Library
Athabasca University Library
Hours: Monday-Friday 8:30am-4:30pm (MT)
Phone: 1-800-788-9041
Fax: 780-675-6477
E-mail: library@athabascau.ca