Group Information Behavioural Norms and the Effective Use of a Collaborative Information System: A Case Study

This research investigated whether Group Information Behavioural Norms (GIBNs) are correlated with the effective use of a collaborative information system. Previous research seeking to conceptualize ‘social influence’ in technology adoption has not attempted to include GIBNs. The dependent variable, ‘Effective Use’, comprised two subjective Effectiveness Judgments and three objective Actual Use measures. A mediating variable, ‘Group Adoption’ (GA) of the information system, was conceived as a behavioural expression of group norms and hypothesized to correlate with both GIBNs and Effective Use. It was also hypothesized that GIBNs would have a stronger relationship with Effective Use than the widely used Technology Acceptance Model (TAM) dimensions of Perceived Usefulness and Perceived Ease of Use. A mixed-methods case study approach was used because measurement of stable norms in workplace groups was required. A medium-sized engineering firm was chosen, and the collaborative information system studied was Knowledge Forum (KF), an educational research tool that was implemented to promote the exchange of information. There were both expected and unexpected results. GIBNs outperformed the TAM in explaining all three Actual Use variables, although the TAM was the sole significant correlate for one Effectiveness Judgment variable. Information Sharing and Proactive Information Use had opposite correlations with Effective Use, suggesting the existence of distinct information ‘sharing’ and ‘proactive use’ group norms. In addition, the TAM and GIBNs seem to have complementary influences on Effective Use. GA was unexpectedly observed to have the strongest relationship with Effective Use, having a significant relationship with four of five Effective Use measures. GA was also observed to mediate the TAM but not GIBNs. The results of a case study cannot be extensively generalized. However, the findings are important in three ways. First, this research provides evidence that GIBNs and the TAM exert complementary influences on Effective Use, and that Effective Use is best explained by also including GA. Second, GA may represent a valuable ‘social influence’ extension to the TAM, as a behavioural expression of group norms for collaborative information systems. Finally, this study illustrates the importance of a multi-dimensional conceptualization of ‘Effective Use’ of an information system.Ph