TY - GEN

T1 - Corporate Web 2.0 systems adoption in Russian companies: testing the UTAUT validity

AU - Blagov, Evgeny

AU - Bogolyubov, Pavel

PY - 2013

Y1 - 2013

N2 - The main obstacle of using corporate Web 2.0 systems as managementtools is that these systems are usually not a result of the initiative of the employees of all the hierarchical levels existing in the organization, but an “upside‐down” initiative of the senior management. Due to this reason, the activity of employees in using such systems can be less than expected due to psychological factors inclining the employees to resist the senior management’s innovative initiatives.Consequently, a necessity arises to develop instruments allowing achieving theexpected level of the employees' activity in accepting and using corporate Web2.0 systems. To develop such instruments, it is important to figure out factorsinfluencing the employees’ activity in accepting and using the corporate Web 2.0systems and to develop models allowing predicting the influence of these factorson this employees' activity. One of the most promising models of such kind is theUnified Theory for Acceptance and Use of Technology (UTAUT) model that issummarizing views on the factors influencing the employees’ activity in acceptingand using new technologies developed in a number of various management theories.As for the moment, the UTAUT model is not being actively used in managementpractice, as currently the model is on the stage of testing its validity. One ofthe shortcomings of the empirical testing of the model’s validity by its authors isthat it is tested on the samples belonging to a single national culture, namely thatof the US. Most of the articles testing the validity of the UTAUT model in crosscultural settings are also working with constrained samples: either samples of single organizations from countries other than of the Anglo‐Saxon culture or thesamples of similar organizations (e.g., universities) from a number of differentcountries. In this paper the validity of the UTAUT model is tested on a sample of108 respondents facing the implementation of corporate Web 2.0 systems inthree Russian organizations belonging to different industries. By means of including employees of different organizations into one sample, the influence of industry or organization specificity on the dependencies included in the model is decreased to a certain extent, thus allowing a deeper analyze of the national specificity influences. The Principal Component Analysis results show five statistically significant factors that are logically interpretable within the UTAUT model logic. This proves the validity of the UTAUT model in relation to the sample under scrutiny. A number of conclusions are made in the paper about the specificity of factors influencing the acceptance and use of corporate Web 2.0 systems in the organizations included in the sample. On the basis of this specificity, recommendations are given about development of instruments of stimulating the activity of acceptance and use of these systems in Russian companies. Finally, further directions of research development are suggested in the paper.

AB - The main obstacle of using corporate Web 2.0 systems as managementtools is that these systems are usually not a result of the initiative of the employees of all the hierarchical levels existing in the organization, but an “upside‐down” initiative of the senior management. Due to this reason, the activity of employees in using such systems can be less than expected due to psychological factors inclining the employees to resist the senior management’s innovative initiatives.Consequently, a necessity arises to develop instruments allowing achieving theexpected level of the employees' activity in accepting and using corporate Web2.0 systems. To develop such instruments, it is important to figure out factorsinfluencing the employees’ activity in accepting and using the corporate Web 2.0systems and to develop models allowing predicting the influence of these factorson this employees' activity. One of the most promising models of such kind is theUnified Theory for Acceptance and Use of Technology (UTAUT) model that issummarizing views on the factors influencing the employees’ activity in acceptingand using new technologies developed in a number of various management theories.As for the moment, the UTAUT model is not being actively used in managementpractice, as currently the model is on the stage of testing its validity. One ofthe shortcomings of the empirical testing of the model’s validity by its authors isthat it is tested on the samples belonging to a single national culture, namely thatof the US. Most of the articles testing the validity of the UTAUT model in crosscultural settings are also working with constrained samples: either samples of single organizations from countries other than of the Anglo‐Saxon culture or thesamples of similar organizations (e.g., universities) from a number of differentcountries. In this paper the validity of the UTAUT model is tested on a sample of108 respondents facing the implementation of corporate Web 2.0 systems inthree Russian organizations belonging to different industries. By means of including employees of different organizations into one sample, the influence of industry or organization specificity on the dependencies included in the model is decreased to a certain extent, thus allowing a deeper analyze of the national specificity influences. The Principal Component Analysis results show five statistically significant factors that are logically interpretable within the UTAUT model logic. This proves the validity of the UTAUT model in relation to the sample under scrutiny. A number of conclusions are made in the paper about the specificity of factors influencing the acceptance and use of corporate Web 2.0 systems in the organizations included in the sample. On the basis of this specificity, recommendations are given about development of instruments of stimulating the activity of acceptance and use of these systems in Russian companies. Finally, further directions of research development are suggested in the paper.

KW - UTAUT

KW - Technology Acceptance

KW - corporate Web 2.0 systems

M3 - Conference contribution/Paper

SN - 978‐1‐909507‐03‐6

SP - 4

EP - 5

BT - Abstracts of Papers Presented at the International Conference on Innovation and Entrepreneurship

A2 - Kharabsheh, Radwan A.

PB - Academic Conferences and Publishing International Limited

CY - Reading

T2 - International Conference on Innovation and Entrepreneurship ICIE-2013

Y2 - 4 March 2013 through 5 March 2013

ER -