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Attitude and Perceptual Factors in the Adoption of Computers in a School System

A Case Study of Trinidad and Tobago

Prahalad Sooknanan is at University of Trinidad and Tobago, Esperanza Road, Brechin Castle, Couva, Trinidad, West Indies. E-mail: prahalad.sooknanan{at}utt.edu.tt

Srinivas R. Melkote

Srinivas R. Melkote is at School of Communication Studies, Bowling Green State University, Bowling Green, OH 43403, USA. E-mail: melkote{at}bgsu.edu

The advent of new communication technologies has significantly influenced the direction of diffusion research. Initially, the focus was on adoption with individuals as its units. However, with the increasing importance of new communication technologies, it is now considered the responsibility of organizations. As a result, current research in diffusion is mainly concerned with implementation since the innovation process in organizations is only considered successful if it leads to implementation and possibly institutionalization. This article examines the relationship between the independent variables (teachers’ attitudes towards computers and perceived innovation characteristics) and the dependent variables (teacher satisfaction and utilization). Ten hypotheses were formulated to examine the relationship between the variables. Using regression analysis, seven hypotheses related to perceived innovation characteristics were supported. One hypothesis related to attitudes was also supported. The results demonstrate that the implementation of educational computing was successful. This achievement can be attributed more to the importance of attitudinal and perceptual factors than the prescribed linear approach to the diffusion process in organizations. More specifically, the findings emphasize that the degree of implementation is a critical variable in diffusion research.

Journal of Creative Communications, Vol. 1, No. 3, 235-251 (2006)
DOI: 10.1177/097325860600100302


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