Web 2.0 proclivity: understanding how personal use influences organizational adoption

Authors:
Jeff Cummings;Anne P. Massey;V. Ramesh
Affiliations:
Indiana University, Bloomington, IN, USA;Indiana University, Bloomington, IN, USA;Indiana University, Bloomington, IN, USA
Venue:
Proceedings of the 27th ACM international conference on Design of communication
Year:
2009

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Abstract

Web 2.0 represents a major shift in how individuals communicate and collaborate with others. While many of these technologies have been used for public, social interactions (e.g., Wikipedia and YouTube), organizations are just beginning to explore their use in day-to-day operations. Due to relatively recent introduction and public popularity, Web 2.0 has led to a resurgent focus on how organizations can once again leverage technology within the organization for virtual and mass collaboration. In this paper, we explore some of the key questions facing organizations with regard to Web 2.0 implementation and adoption. We develop a model of "Web 2.0 Proclivity", defined as an individual's propensity to use Web 2.0 tools within the organization. Our model and set of associated hypotheses focuses on understanding an employee's internal Web 2.0 content behaviors based on non-work, personal use behaviors. To test our model and hypotheses, survey-based data was collected from a global engine design and manufacturing company. Our results show that Web 2.0 Proclivity is positively influenced by an employee's external behaviors and that differences exist across both functional departments and employee work roles. We discuss the research implications of our findings as well as how our findings and model of Web 2.0 Proclivity can be used to help guide organizational practice.