A longitudinal field investigation of gender differences in individual technology adoption decision making processes
Examined gender differences in the overlooked context of individual adoption and sustained usage of technology in the workplace using the theory of planned behavior. User reactions and technology usage behavior were studied over a 5-mo period among 355 workers being introduced to a new software technology application. When compared to women’s decisions, the decisions of men were more strongly influenced by their attitude toward using the new technology. In contrast, women were more strongly influenced by subjective norm and perceived behavioral control. Sustained technology usage behavior was driven by early usage behavior, thus fortifying the lasting influence of gender-based early evaluations of the new technology. These findings were robust across income, organization position, education, and computer self-efficacy levels.