Quality Evaluation Models - High Level Models and Methodologies for Information Systems - page 109

subjective norm, where the beliefs and the expectations of others play a core part in
the decision of the user, it is argued that this term is un it for the use of technology

in current days. This happens because technology has been deeply incorporated in
the day-to-day routines of people. SIM aims at being more descriptive of these
newer forms of technology, and particularly social technology, because of its sig-
ni

cance today.
The concept of social in uence as understood by the SIM is outlined by four

constructs that the authors have synthesized from the previous literature. These
concepts are social computing action, social computing consensus, social com-
puting cooperation, and social computing authority. Social in

uence is formed
where these constructs overlap with each other (Vannoy and Palvia 2010 ).
The SIM has a very different conceptual foundation than other models which see
utility has a major determinant in behavior. In this case, it is not the person

' s

perceived usefulness of a behavior that will affect his/her action; rather, it is

exposure that will be signi cant in decision making (Young 2009 ). In that sense,

SIM is in line with the precept that individual action does not follow a rational plan
or process, but rather occurs due to the in uence of social forces and the interre-

lationships between those forces (Vannoy and Palvia 2010 ). In this aspect, it is
fundamentally different from the models we have previously discussed, which tend
to emphasize the rational process.
The four constructs outlined above, which constitute the variable of social

in uence, will affect technology adoption in two particular ways: embracement,

which is the degree of adoption by the individual (his/her perception of its value
and usefulness), and embedment, which is the degree of adoption in the individual s

social environment (how many people are using the same technology for the same
purposes).
Social in

'

the degree to which the individual
perceives that important others believe he or she should join the group, the degree to
which the individual values being a member of the group, the degree to which group
membership is perceived important, the degree to which the individual believes in
group authority, and the degree to which the individual believes the needs of the
group are more important than of the individual

uence can therefore be de ned as “

” (Vannoy and Palvia 2010 ).

uence in this context appears to also display the three dimensions that
the TAM2 describes as social in

Social in

cation, and
internalization. Compliance is more adequate for the adoption phase of technology,
while identi

uence processes: compliance, identi

cation and internalization are factors that have more potential to

predict behavior even after that initial stage (Wang et al. 2013 ).
It is also important to note that social in uence can be transmitted verbally and/

or nonverbally. The research in this area focuses mainly on verbal communication,
leaving less room for the exploration of the effect of nonverbal interaction.
Nonetheless, nonverbal means have peculiar repercussions on individual behavior
in the sense that people can reproduce their peer

' s behavior (Wang et al. 2013 ).