Implementation of Digital Innovations: Comparative Study of Technology Acceptance Model and Normalisation Process Theory

Öz

Many digital innovations fail due to poor implementation of new digital products/services. This study aims to comparatively analyze the contributions of the Normalization Process Theory (NPT) and Technology Acceptance Model (TAM) to the success of implementing new digital products/services. Both implementation theories explain how new digital products/services can be successfully implemented. NPT examines creating coherent meaning for a new application, organizing to ensure participation, collective action, evaluation, and restructuring. TAM, on the other hand, focuses on the perceived ease of use and perceived usefulness of the new product/service. These are addressed through the first construct of TAM, which helps predict resistance to change. The other three constructs of TAM go beyond simply implementing the new digital product/service and ensure that the change is integrated into existing ways of doing business in a routine and accepted manner

Anahtar Kelimeler

• innovation
• Normalisation process theory
• Technology acceptance Model
• Literature review

Dijital İnovasyonların Uygulanması: Teknoloji Kabul Modeli ve Normalleşme Süreci Kuramı’nın Karşılaştırmalı İncelemesi

Öz

Yeni dijital ürünlerin/hizmetlerin zayıf uygulamaları nedeniyle birçok dijital inovasyon başarısız olmaktadır. Çalışmanın amacı Teknoloji Kabul Modeli’nin (TKM) ve Normalleşme Süreci Kuramı’nın (NSK) yeni dijital ürünlerin/hizmetlerin uygulanma başarısına olan katkılarını karşılaştırmalı olarak analiz etmektir. İki uygulama kuramı da yeni dijital ürünlerin/hizmetlerin nasıl başarılı bir şekilde uygulanabileceğini açıklamaktadır. NSK, yeni bir uygulama ile tutarlı bir anlam yaratmayı, katılımı güvence altına alacak şekilde örgütlenmeyi, kolektif eylemi, değerlendirmeyi ve yeniden yapılandırmayı incelemektedir. TKM ise yeni ürüne/hizmete ilişkin algılanan kullanım kolaylığına ve algılanan kullanışlılığına odaklanmaktadır. Bunlar, NSK'nın ilk yapısı ile ele alınarak değişime karşı direncin öngörülmesi sağlanmaktadır. NSK’nın diğer üç yapısıyla yeni dijital ürünün/hizmetin kolaylıkla uygulanmasının ötesine geçilerek değişimin rutin ve kabul görmüş bir şekilde mevcut iş yapma şekillerine yerleştirilmesi sağlanmaktadır

Anahtar Kelimeler

• Dijital inovasyon
• Normalleşme süreci kuramı
• Teknoloji kabul modeli
• Literatür taraması

Kaynakça

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