Davied, Daniel Joseph; PhD
SAINT LOUIS UNIVERSITY,1999
BUSINESS ADMINISTRATION, MARKETING (0338); SOCIOLOGY, INDIVIDUAL AND FAMILY
STUDIES (0628)
While the popular literature continues to announce the dawning “information
revolution,”
data are sparse concerning what actually happens after a family acquires the
communication device.
Does it entertain in the living room, facilitate work in the study, or gather
dust in the closest? This
knowledge void is due to our lack of understanding regarding the factors that
contribute to usage of
communication technologies. Unfortunately, some will not be able to, or will
choose not to, participate in
the information revolution. Several authors have noted the social inequalities
in access to information
resources and the resulting unevenness in the ability of social groups to participate
in this revolution.
Ultimately, it will be our acceptance of these new technologies that will determine
the breadth, depth,
and tempo of the Information Revolution. Despite the massive research effort
represented by the
existing body of diffusion research, many observers are critical of the methodology,
assumptions and
concepts associated with such studies. Some have noted that most studies assumed
that diffusion of an
innovation is independent of all other innovations. In reality, however, an
innovation does not exist in
isolation from other innovations. Furthermore, many diffusion researchers tended
to base their
conclusion on product ownership. Plus, most studies investigated products within
the same
“product category” rather than the broader “technology
cluster.” Thus,
additional research that explicitly considers the usage level and usage purpose
for a technology cluster is
warranted. This paper explores the usage of household communication technologies
and the theoretical
relationship of usage intensity, usage intent, and occupational prestige. We
contend that consumers
use communications resources to satisfy psychological and social needs. As multiple
technologies are
available to satisfy our needs, our choice of the “best”
technology is based on the social
circumstances surrounding its use and the social standing of the consumer. This
study provides greater
understanding of the usage profiles for communication technologies and lays
the foundation for further
theoretical and empirical work.
Social
Systems Simulation Group
P.O. Box 6904 San Diego, CA 92166-0904 Roland Werner, Principal Phone/FAX (619) 660-1603 |