COM 101 Study Guide - Midterm Guide: Theory Of Reasoned Action, Impression Management, Technology Acceptance Model

• School: University at Buffalo
• Department: Communication
• Course: COM 101
• Professor: Reynolds Brian

Document Summary

Beliefs about technology acquired through mass media interpersonal communication process are key to technology adoption. Extended traditional diffusion research by examining impact of specific features of messages about technology: network effects- the growing value of a communication technology as the # of users increases. If all your friends use text messages, it becomes more attractive or useful to you as an individual. Technology acceptance model (tam) : suggests 2 factors (both are linked to communication) influence an individual"s intent to use technology: perceived usefulness, perceived ease of use. Unified theory of acceptance and use of technology: focuses on 4 factors. Performance expectancy & effort expectancy- roughly analogous to the factors specified to tam: social influence- the extent that an individual believes meaningful others think they should use a technology, facilitating conditions- beliefs about whether needed infrastructure in place. Key to both scholars of communication & technology: communication is a central aspect of almost every facet of life.