In today's fast-paced business world, using technology in procurement isn't just an option; it's a must-do. The way companies buy and manage their suppliers has changed drastically with technological advancements. Old-school manual methods are no longer efficient or cost-effective. However, despite the obvious advantages of adopting technology in procurement, it's not a walk in the park. There are challenges to overcome. That's where understanding human behavior comes into play.
In this webinar (and article), we'll explore the underlying psychological drivers of technology adoption for individuals based on the UTAUT (Unified Theory of Acceptance and Use of Technology) model and the effectiveness of initiatives to influence these drivers at Emmi as discussed by Simon Berweger, Head of Emmi Procurement.
Behavioral research tells us that when it comes to getting people to adopt any new behavior, there are two important things to consider. First, we need to make sure people have a positive attitude about it. Second, we should create an environment where adopting a certain behavior encouraged and supported by the people around them, like colleagues or friends.
This is where a further development in research can help us that focuses specifically on technology adoption. The Unified Theory of Acceptance and Use of Technology (UTAUT), developed by Venkatesh, Morris, Davis, and Davis in 2003, is a widely recognized model in the field of technology adoption and acceptance.
It combines various elements from prior technology adoption theories into a unified framework. Here's an overview of its key components:
Performance Expectancy: This factor assesses the extent to which an individual believes that using a specific technology will enhance their job performance or make tasks easier. In simpler terms, it's about whether people think the technology will help them do their work better.
Effort Expectancy: Effort expectancy relates to the perceived ease of using the technology. If users believe that using the technology will be straightforward and won't require a lot of effort to learn and operate, they are more likely to accept and use it.
Social Influence: This factor considers the impact of social factors on technology adoption. It examines how much influence opinions and recommendations from friends, colleagues, or other influential individuals have on a person's decision to use the technology.
Facilitating Conditions: Facilitating conditions refer to the extent to which individuals believe that they have the necessary resources, support, and infrastructure to use the technology effectively. If they feel that these conditions are in place, they are more likely to adopt the technology.
Behavioral Intention: Behavioral intention represents a person's readiness and willingness to use the technology. It's influenced by the factors mentioned above, such as performance expectancy, effort expectancy, social influence, and facilitating conditions. Higher intentions indicate a stronger likelihood of actual technology use.
Actual Use: This is the final step where the individual's behavior is assessed in terms of whether they have actually adopted and used the technology.
By considering these elements, we at Archlet have tailored strategies to address the specific factors that influence users' decisions.
Watch the full webinar here.