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Digital and Social Media Marketing pp 197–226Cite as

Examining the Underlying Attitudinal Components Driving Technology Adoption, Adaptation Behaviour and Outcome in Entirety

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Part of the book series: Advances in Theory and Practice of Emerging Markets ((ATPEM))

Abstract

Technology use, adoption and adaptation have been discussed extensively in existing scholarly works but scant consideration is given to technology adoption, adaptation and appropriation. This chapter endeavours to address this gap in the literature by conducting a critical review of the scholarly works to examine the underlying antecedents and discrete adaptation behaviour (the entirety of technology adoption, adaptation and appropriation). The findings of this review reveal that such entirety has the following key underlying joint attitudinal cognitive (perceived opportunity, perceived relative advantage, perceived social influence, perceived control) and affective (enjoyment, self-enhancement, threat, fear and trust) components as antecedents to interaction and leading to discrete adaptation and appropriation behaviour of exploration to maximise and exploitation to satisfice technology benefits on the one hand and exploration to revert from technology to complete abandoning of technology on the other. The conceptual underpinning presented and analysed in this chapter advances the scholarship of technology adoption, adaptation and appropriation in entirety and provides useful direction for future empirical research for both academics and practitioners.

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Authors and Affiliations

  1. University of Law Business School, London, UK

    Syed S. Muhammad

  2. Brunel University, London, UK

    Bidit Dey & Sharifah Alwi

  3. Coventry University, Coventry, UK

    Mujahid Mohiuddin Babu

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  2. Bidit Dey
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  1. School of Management, University of Bradford, Bradford, UK

    Nripendra P. Rana

  2. School of EFM, University of Bristol, Bristol, UK

    Emma L. Slade

  3. Faculty of Management, Law and Social Sciences, University of Bradford, Bradford, UK

    Hatice Kizgin

  4. School of Management Studies, Motilal Nehru National Institute of Technology, Prayagraj, Uttar Pradesh, India

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  6. Brunel Business School, Brunel University London, Uxbridge, Middlesex, UK

    Bidit Dey

  7. Business & Management, Regent’s University London, London, UK

    Anabel Gutierrez

  8. EMaRC, School of Management, Swansea University, Swansea, UK

    Yogesh K. Dwivedi

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Muhammad, S.S., Dey, B., Alwi, S., Babu, M.M. (2020). Examining the Underlying Attitudinal Components Driving Technology Adoption, Adaptation Behaviour and Outcome in Entirety. In: Rana, N.P., et al. Digital and Social Media Marketing. Advances in Theory and Practice of Emerging Markets. Springer, Cham. https://doi.org/10.1007/978-3-030-24374-6_14

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