Social Adoption Innovation System: an Alternative Conceptual Model for Visualising Doi

Literature has identified the need to study socially pervasive ICT “in context” in order to understand how user acceptability of innovation varies according to different inputs. This paper contributes to the existing body of knowledge on innovation studies and proposes a methodology – a conceptual model for representing dynamic contextual changes in longitudinal studies. As a theory development project, it deals with two related studies of socially pervasive ICT implementation: (1) voluntary adoption of innovations and (2) acceptance of new socially-pervasive and ubiquitous ICT innovations. The conceptual model PoC Social Innovation Adoption System presents a way to understand interactions at three different levels: primary – the environment with three main social actors comprised of the government, company/industry and society at large; secondary – the media as the fourth social actor, user adoption and assimilation issues (relating to the diffusion of innovation), subjective norms, and facilitating conditions; and consequences – PoC balancing.