IT Identity: A Measure and Empirical Investigation of its Utility to IS Research
Carter, Michelle, Petter, Stacie, Grover, Varun, Thatcher, Jason Bennett
Journal of the Association for Information Systems · 2020 · Volume 21 · Issue 5
Abstract
Because use is the critical link between information technology (IT) investments and organizational performance, IS researchers have focused attention on the post-adoption phase—after organizational IT are installed and used by employees in their work. To that end, recent theoretical work introduced IT identity—representing the strength of individuals’ self-identification with an IT—as a means to explain richer, post-adoption, IT use behaviors. Utilizing multiple methods and surveys, and focused on use of two different technologies, this study develops theory-based measures to establish IT identity’s utility for expanding the understanding of post-adoption use. Results show IT identity predicts different IT use behaviors and richer forms of use. Further, IT identity maintains its predictive validity when embedded in a model with other predictors. Given the importance of such value-creating behaviors in today’s multi-functional-platform based IT environments, our findings suggest future research consider IT identity an instrumental part of models seeking to explain IT use in post-adoption contexts.
Keywords
Post-Adoption Use Behaviors, IT Identity, Measurement, IT Use, Extended IT Use, Exploratory IT Use
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