| Abstract: | As modern society changing and transforming rapidly, many companies implement technology and engage in innovation to advance their competitive advantage. Nevertheless, technology and innovation have always encounter obscurity in their adoption process, yet prior literatures mostly took the technical and organizational standpoints to carry on such studies, and not many had considered the problem with human perspectives. This is the reason why this research call for the attention to combination both human and technological aspects when studying technology and innovation adoption problem.
This research takes the stance from community and social influence to discuss how community makes its influence on technology adoption, social interaction, organizational transformation, and industry innovation. During technology adoption and diffusion process, difference in personal identity constructs varied cognitions and then produces diverse work practices. After an individual join a community, he or she is wanting or forced to seek for either personal or/and group identity through human and technology interaction, this will then effect a person?s original cognition and resulting in diverse work practices. Consequently, social influence eventually becomes the ultimate reason for technology adoption or rejection, and innovation diffusion start to spread or come across an obstacle.
Employing a qualitative research methodology, this research uses in-depth case study of Chuan-min Taxi Fleet and THT (Taipei High-tech Transportation) to investigate how taxi drivers influence each other in a community and discover what kind of influence they make in regard to their relationships and the interactions with technology.
From research findings, it is shown that taxi drivers? different personal identity built within the community will cause group identity seeking, and individual turns into accepting each other?s different cognitions in technology use. Underneath technology and human interaction, cognitions starting to emerge, the performance of work practice outcome end up to be dissimilar; besides, this difference expanded into many interesting personal identity and work practices. In conclusion, social influence makes great impact on community members? personal identity and work practices. Keyword? Technology adoption?work practices?identity?social influence?taxi. |
