Reflecting on Technology Acceptance:

Lessons from Commercial Creative Processes

OASIS 2004, Washington DC

Oded Nov

Polytechnic University, New York, USA

onov@poly.edu

Rachel McCalla

Henley Management College, UK

E-mail: rachel.mccalla@henleymc.ac.uk

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.