Technology acceptance, social influence, and Athabasca University staff Landing usage

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.