FOLLOWING THE CROWD - SOCIAL-INFLUENCE AND TECHNOLOGY USAGE

This study examined the impact of social influence theory on distance education technology (DET) usage. Delineation of university culture ty pes conceptualized by Bergquist (the collegial culture, the managerial culture, the developmental culture and the negotiating culture) were also examined in relation to technology usage. This study tested the p roposed relationships in a survey of distance education technology usa ge at a major southeastern university, and findings support the influe nce of past experience with technology and social influence, and provi de limited support for the influence of the culture types and individu al factors on technology usage. This study encourages administrators t o more closely examine their own academic cultures to identify appropr iate actions to take before pursuing organizational changes like DET a doption, so that the resulting DET usage might more closely mirror the expected outcomes.