Network effects in technology acceptance: Laboratory experimental evidence

This research analyzes network effects in technology acceptance. The hypothesis is that the size of the
user network affects technology acceptance. Even today, empirical measurement of network effects is
challenging and there is a lack of experimental evidence. In order to investigate and measure the relationship
between network size (number of adopters) and user acceptance, technology acceptance research
needs to broaden its scope and approaches. To overcome this limitation we reproduce a particular type of
technology acceptance process in a laboratory experiment, controlling for user network size and testing
its influence on user perceptions and, ultimately, on acceptance decisions.Wemeasured user perceptions
and analyzed the data using consolidated and tested technology acceptance models. The results confirm
our hypothesis, showing a significant effect of user network size on user perceptions. Finally, we discuss
the theoretical and managerial implications of our approach and findings.