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ch12+13 tech note - Ch 12 Technology and communication...

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Ch 12 Technology and communication Communication's link to technology Diffusion of innovations: The spread of new ideas and technologies in society, suggests that the spread of an innovation through society is predicated on the beliefs and expectations associated with that innovation (Barnett) Impact of Framing: Subtle changes in the context or valence (positive or negative) messages regarding a technology (Vishwanath) Network effects: Increasing use of a technology by others in one's social network can alter individual beliefs a bout the technolgoy (Chou&Shy) Models of technology use: TAM: Technology acceptance model: Suggests that an indiviudal's intention to use new techonology is largely a function of two factors: Perceived usefulness and perceived ease of use. Perceived usefulness describes the benefits an individual believes he or she will realize by using a particular technology. Perveiced ease of use describes the relative amount of effort an individual believes use of technology will require.
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