A longitudinal field investigation of gender differences in individual technology adoption decision-making processes

This research investigated gender differences in the overlooked context of individual adoption and sustained usage of technology in the workplace usin g the theory of planned behavior (TPB), User reactions and technology usage behavior were studied over a 5-month period among 355 workers being introd uced to a new software technology application, When compared to women's dec isions, the decisions of men were more strongly influenced by their attitud e toward using the new technology. In contrast, women were more strongly in fluenced by subjective norm and perceived behavioral control. Sustained tec hnology usage behavior was driven by early usage behavior, thus fortifying the lasting influence of gender-based early evaluations of the new technolo gy. These findings were robust across income, organization position, educat ion, and computer self-efficacy levels. (C) 2000 Academic Press.