Reflecting on Technology Acceptance: Lessons from Commercial Creative Processes OASIS 2004,...
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Reflecting on Technology Acceptance:
Lessons from Commercial Creative Processes
OASIS 2004, Washington DC
Oded Nov
Polytechnic University, New York, USA
Rachel McCalla
Henley Management College, UK
E-mail: [email protected]
Motivation
- Technology acceptance research dominated by the
Technology Acceptance Model (TAM).
- UTAM (Unified Technology Acceptance Model) - consolidates
key theories into one parsimonious model.
- Examine usefulness of TAM/UTAM in the context of industrial
creative processes.
- Four case studies of companies in the advertising industry
that use technology to support creative processes.
The advertising creative process
IS in the creative process
Discussion
- System functionality – rather than technology as one
homogenous factor.
- Functionality Acceptance - more appropriate than Technology
Acceptance?
- Look at functionality acceptance from two different
perspectives: direct ideation support vs. indirect ideation
support.