TY - JOUR
T1 - Sequential adoption theory
T2 - A theory for understanding herding behavior in early adoption of novel technologies
AU - Walden, Eric A.
AU - Browne, Glenn J.
PY - 2009
Y1 - 2009
N2 - Technology adoption often occurs sequentially, so that later potential adopters can see the decisions (adopt or not adopt) of earlier potential adopters. In this paper we review the literature on observational learning, in which people use information gained by observing the behavior of others to inform their decisions, and note that little prior research has used an observational learning perspective to understand the adoption of information technology. Based on theory and previous literature, we suggest that observational learning is likely to be common in adoption decisions. We develop a model that extends existing observational learning models and use simulation to test the model. The results suggest that following the behavior of other similarly-situated decision makers can be a very useful strategy in adoption situations in which there is a great deal of uncertainty. Implications for research and practice are discussed.
AB - Technology adoption often occurs sequentially, so that later potential adopters can see the decisions (adopt or not adopt) of earlier potential adopters. In this paper we review the literature on observational learning, in which people use information gained by observing the behavior of others to inform their decisions, and note that little prior research has used an observational learning perspective to understand the adoption of information technology. Based on theory and previous literature, we suggest that observational learning is likely to be common in adoption decisions. We develop a model that extends existing observational learning models and use simulation to test the model. The results suggest that following the behavior of other similarly-situated decision makers can be a very useful strategy in adoption situations in which there is a great deal of uncertainty. Implications for research and practice are discussed.
KW - Imitative behavior
KW - Sequential decision making
KW - Signal detection theory
KW - Simulation
KW - Technology adoption decisions
UR - http://www.scopus.com/inward/record.url?scp=70749094049&partnerID=8YFLogxK
U2 - 10.17705/1jais.00181
DO - 10.17705/1jais.00181
M3 - Review article
AN - SCOPUS:70749094049
SN - 1536-9323
VL - 10
SP - 31
EP - 62
JO - Journal of the Association for Information Systems
JF - Journal of the Association for Information Systems
IS - 1
ER -