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Hey everyone, welcome back for another deep dive.

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Today we are tackling the question of what makes people use or avoid new technology.

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A big question for sure.

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I mean, think about it, we are surrounded by tech and new stuff comes out all the time.

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Right.

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But how do we decide what to adopt and what to ignore?

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Well, this time we'll be using an excerpt from Gary Ackerman's

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Efficacious Technology Management, a guide for school leaders.

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Oh, cool.

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You can find it on the website hackscience.education.

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OK.

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And we are going to be uncovering a model that explains how we decide to use tech or not.

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Sounds interesting.

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You might even be surprised by what influences our tech choices.

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So buckle up, it's time to deep dive.

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All right.

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One of the first models that tried to explain tech acceptance

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was the technology acceptance model, or TAM for short.

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Oh yeah, TAM, I've heard of that.

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Back in the late 1980s, researchers realized that sometimes,

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even when a new technology offered clear benefits,

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people didn't always use it.

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Interesting.

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So TAM helped to explain why that was happening.

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So what did TAM say?

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Well, it said that it wasn't just about the technology itself,

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but also about how people viewed that technology.

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Yeah.

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But as research continued, it became clear that a more detailed model was needed.

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Right, and that's where Utah came in, right?

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You got it, the unified theory of acceptance and use of technology.

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Why Utah?

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It might sound a little complicated.

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Yeah, it does.

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But it's actually pretty simple.

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OK.

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Utah combined eight different theories of a technology

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adoption into one framework.

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Oh, wow.

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And at its core are four key factors

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that influence whether or not we decide to use a technology.

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Four key factors.

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The first of those is performance expectancy.

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Performance expectancy.

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So what does that mean?

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Well, it means do people believe that this new technology will actually

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help them be better at what they do?

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OK.

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So will it save them time?

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Will it help them increase their productivity?

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Like if I think some new software is going to make my work go faster,

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then I'm more likely to use it.

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Exactly.

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I get it.

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But the key here is that it's about perception.

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So it doesn't matter if the technology is actually useful.

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It matters if people believe it will be useful.

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So if people don't think the tech is going to help them,

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then they're less likely to adopt it, even if it actually would.

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Exactly.

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And that leads us to the next factor, effort expectancy.

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Effort expectancy.

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What is that all about?

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It's pretty much what it sounds like.

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OK.

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How easy is the technology to use?

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I see.

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If it's easy to use, people are more likely to adopt it.

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But if it's difficult or complicated,

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they are going to avoid it.

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That makes a lot of sense.

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Yeah.

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Nobody wants to use some new app if they

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have to spend hours figuring out how it works.

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Right.

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This is where good design is really important.

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Exactly.

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Like you want the user interface to be clean and intuitive.

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You've got it.

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And the navigation should be straightforward and easy to understand.

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And otherwise people will just get frustrated and give up.

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Exactly.

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The third factor influencing tech adoption is social influence.

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Ooh, social influence.

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That sounds interesting.

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This one focuses on how other people's opinions and behaviors

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can affect our own tech choices.

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So if you see your friends or colleagues using

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a certain technology and they are happy with it,

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you are more likely to give it a try yourself.

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I can definitely see that.

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It's that whole idea of everybody's doing it,

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so it must be good.

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Yeah, like a new social media app.

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If all your friends are using it,

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you are much more likely to check it out.

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Exactly.

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So the more people you see using a new technology successfully,

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the more likely you are to try it out, even

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if you weren't that interested initially.

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It's the power of the crowd.

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OK.

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So we have performance expectancy, effort expectancy,

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and social influence.

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What is the fourth factor that affects technology adoption?

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The fourth factor is facilitating conditions.

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Facilitating conditions.

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OK.

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This one is all about the environment

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where the technology is being used.

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Oh, you see.

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So are there things in place to help people use

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the technology successfully?

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So it's about having that support system.

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Exactly.

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That support could be things like providing training

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so people know how to use the technology.

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Makes sense.

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Or having reliable tech support if something goes wrong.

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Or even just having a workplace culture

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that encourages people to try new technologies

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and not be afraid to ask for help.

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Yes.

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It's about making it easy for people to adopt the technology.

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So it's not enough to just give someone

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a new piece of technology and expect them to figure it out

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on their own?

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Exactly.

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You have to provide the right conditions

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to help them be successful.

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I get it.

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But now that we've gone over these four factors,

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how do they all work together to affect someone's decision

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to use a new technology?

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Well, that's where things get really interesting.

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Because each of these four factors

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is filtered through the lens of the individual user.

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OK.

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So what does that mean?

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It means that two people can encounter the same technology

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and have completely different experiences with it.

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Oh, I see.

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One person might find it incredibly useful and easy

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to use, while another person might struggle with it

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and find it frustrating.

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I see.

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So their perception of the technology

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is shaped by their own individual experiences

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and preferences.

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Exactly.

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And those individual differences

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are what make the study of technology acceptance so

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fascinating.

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So it's not just about the technology itself,

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but it's also about the people who are using it.

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You got it.

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OK.

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So now that we have a basic understanding

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of the four factors that affect technology acceptance,

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let's dive a little deeper into each one.

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Sounds good.

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Let's start with performance expectancy.

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All right.

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So with performance expectancy, it's

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all about whether someone actually believes

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the tech is going to help them be better at whatever

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it is they're trying to do.

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Like, take teachers.

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If you want a teacher to adopt a new learning platform,

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they got to believe.

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They got to believe it'll actually help their students.

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Exactly.

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OK.

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So what you could do is highlight some research findings

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maybe.

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Oh, that's good.

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Or even get testimonials from other teachers who've

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already seen some good results.

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Oh, I like that.

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Showing how it works.

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Great.

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And?

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In a real classroom.

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Yeah.

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Yeah.

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Giving clear examples of.

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Instead of just being like, hey, this is great.

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Exactly.

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Instead of, hey, this is great, it's look what it can do.

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OK.

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Now the next one, effort expectancy.

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OK.

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Effort expectancy.

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That's all about making sure the platform isn't

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a pain to use.

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Right.

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Because if it's difficult to use.

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Teachers are busy.

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They're going to be like, yeah, no thanks.

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Exactly.

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So it has to be intuitive.

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Intuitive to use are friendly.

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Easy to use.

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And easy to learn.

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Yeah.

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Some training.

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Training.

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And also have good tech support.

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Right.

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Just in case.

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Just in case.

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Things break.

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Exactly.

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OK.

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How about social influence?

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Remember that one?

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Yes.

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Social influence.

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If you could get a few teachers.

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The cool teacher.

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You were already kind of tech savvy.

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Yeah.

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The ones who everyone looks up to.

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Exactly.

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They're respected.

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Yes.

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If they're on board early.

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That could really.

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Enthusiasm.

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Yeah.

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Yeah.

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Get other people excited.

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It's like that positive peer pressure you were talking about.

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It is.

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It's like, well, if they're using it.

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Exactly.

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It must be good.

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OK.

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And last but not least.

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Facilitating conditions.

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Right.

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The environment.

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That support structure we talked about.

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Like making sure the teachers have all the resources they need.

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Exactly.

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The resources, the tech support.

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A culture that's like.

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That encourages them.

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Hey, try new stuff.

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Yes.

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Exactly.

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This is amazing.

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It's like Utah gives you this recipe for getting people to use technology.

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Like you have all these ingredients.

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And you have to get the amounts right.

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You got it.

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But it's not just as simple as, you know, checking off boxes, right?

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No, no, no.

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You see, what makes Utah really cool is that it acknowledges.

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Acknowledges what?

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That everybody is different.

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It's all filtered through the lens of the individual.

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Oh, that's really interesting.

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What does that mean?

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Well, it means that everybody's experience with the same technology is going to be different.

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Like take two people.

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How cute people.

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Same tech.

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OK.

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One person might find it super easy to use.

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Well, the other person is like, what is going on?

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Totally.

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They just can't figure it out.

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Ah.

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So you're saying that they're past experiences.

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They're comfort level with technology in general.

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Even their personality.

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They're a.

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It can all affect how they view the technology.

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All of that can impact how they view it.

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And ultimately, whether they decide to use it.

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Exactly.

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It's all about individual perceptions.

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00:08:14,920 --> 00:08:15,560
So it's like.

285
00:08:15,560 --> 00:08:16,520
One person's trash.

286
00:08:16,520 --> 00:08:19,160
One person's trash is another person's treasure.

287
00:08:19,160 --> 00:08:19,840
I love that.

288
00:08:19,840 --> 00:08:21,160
It's a perfect analogy.

289
00:08:21,160 --> 00:08:23,880
That's why it's so important to understand these factors, you know,

290
00:08:23,880 --> 00:08:27,240
especially if you are the one introducing some new technology.

291
00:08:27,240 --> 00:08:28,040
Yeah, I can see that.

292
00:08:28,040 --> 00:08:32,320
Like if you're a school leader or even if you just got a new TV and you want to.

293
00:08:32,320 --> 00:08:33,240
Get your family to use it.

294
00:08:33,240 --> 00:08:34,120
Yeah, exactly.

295
00:08:34,120 --> 00:08:35,720
You got to think about those four factors.

296
00:08:35,720 --> 00:08:37,480
And how everyone in the house is different.

297
00:08:37,480 --> 00:08:38,520
Exactly.

298
00:08:38,520 --> 00:08:39,120
Because.

299
00:08:39,120 --> 00:08:42,440
If we take the example of a new learning platform again.

300
00:08:42,440 --> 00:08:43,200
Oh, right.

301
00:08:43,200 --> 00:08:45,240
We can't just assume all the teachers are going to love it.

302
00:08:45,240 --> 00:08:46,240
No, no, no.

303
00:08:46,240 --> 00:08:48,080
We got to consider performance expectancy,

304
00:08:48,080 --> 00:08:49,200
effort expectancy.

305
00:08:49,200 --> 00:08:50,360
Cultural influence.

306
00:08:50,360 --> 00:08:51,040
All of that.

307
00:08:51,040 --> 00:08:52,520
Facilitating conditions.

308
00:08:52,520 --> 00:08:53,280
Right.

309
00:08:53,280 --> 00:08:56,520
And then we got to tailor our approach for each individual.

310
00:08:56,520 --> 00:08:58,000
Yeah, exactly.

311
00:08:58,000 --> 00:09:03,880
Like for example, we know that younger users tend to be more influenced by social factors.

312
00:09:03,880 --> 00:09:04,560
Oh, that makes sense.

313
00:09:04,560 --> 00:09:08,760
Whereas older users might be more focused on performance expectancy.

314
00:09:08,760 --> 00:09:09,320
That's interesting.

315
00:09:09,320 --> 00:09:10,040
So like.

316
00:09:10,040 --> 00:09:10,720
Young people.

317
00:09:10,720 --> 00:09:12,720
If all their friends are using some new app.

318
00:09:12,720 --> 00:09:13,920
They want to use it too.

319
00:09:13,920 --> 00:09:17,880
Whereas older users might need to be convinced that it's going to make their lives easier.

320
00:09:17,880 --> 00:09:19,560
Yeah, they're like, what's in it for me?

321
00:09:19,560 --> 00:09:20,480
Exactly.

322
00:09:20,480 --> 00:09:20,800
Yeah.

323
00:09:20,800 --> 00:09:22,120
I can see how that plays out.

324
00:09:22,120 --> 00:09:27,680
And that's why you can't just use a one size fits all approach when it comes to technology implementation.

325
00:09:27,680 --> 00:09:30,240
You got to tailor your strategies.

326
00:09:30,240 --> 00:09:30,960
To your audience.

327
00:09:30,960 --> 00:09:35,400
To the specific needs and motivations of the people you are trying to reach.

328
00:09:35,400 --> 00:09:36,480
It's like you said earlier.

329
00:09:36,480 --> 00:09:37,200
Like a puzzle.

330
00:09:37,200 --> 00:09:38,480
It's like solving a puzzle.

331
00:09:38,480 --> 00:09:41,000
Where each piece is a factor.

332
00:09:41,000 --> 00:09:43,200
And you tell you is the framework.

333
00:09:43,200 --> 00:09:44,800
That shows you how they all fit together.

334
00:09:44,800 --> 00:09:45,800
Exactly.

335
00:09:45,800 --> 00:09:47,440
It helps you see the big picture.

336
00:09:47,440 --> 00:09:52,320
And the more we understand all of these factors, the better we'll be at navigating the world of tech.

337
00:09:52,320 --> 00:09:53,800
Especially because it's always changing.

338
00:09:53,800 --> 00:09:54,360
Right.

339
00:09:54,360 --> 00:09:56,360
New stuff comes out all the time.

340
00:09:56,360 --> 00:10:01,120
But what's really cool about this is that we're not just talking about tech leaders or educators.

341
00:10:01,120 --> 00:10:02,720
It applies to everyone.

342
00:10:02,720 --> 00:10:04,320
This applies to our personal lives too.

343
00:10:04,320 --> 00:10:04,600
Right.

344
00:10:04,600 --> 00:10:05,680
Absolutely.

345
00:10:05,680 --> 00:10:06,240
Think about it.

346
00:10:06,240 --> 00:10:10,440
Have you ever had trouble using a new app?

347
00:10:10,440 --> 00:10:10,920
Or like.

348
00:10:10,920 --> 00:10:13,360
Or been immediately drawn to a new gadget?

349
00:10:13,360 --> 00:10:13,920
Yeah.

350
00:10:13,920 --> 00:10:17,200
If we use UTET to analyze those decisions.

351
00:10:17,200 --> 00:10:18,960
We might understand ourselves better.

352
00:10:18,960 --> 00:10:21,280
We might be surprised by what we discover.

353
00:10:21,280 --> 00:10:21,680
You're right.

354
00:10:21,680 --> 00:10:24,360
Like sometimes I feel like my tech choices are just random.

355
00:10:24,360 --> 00:10:25,640
But they're not.

356
00:10:25,640 --> 00:10:29,320
There are all these underlying factors influencing our decisions.

357
00:10:29,320 --> 00:10:31,320
I never really thought about it that way.

358
00:10:31,320 --> 00:10:34,360
So understanding these factors can help us make better decisions.

359
00:10:34,360 --> 00:10:35,840
About the technology we use.

360
00:10:35,840 --> 00:10:37,720
Both in our work and personal lives.

361
00:10:37,720 --> 00:10:38,320
Exactly.

362
00:10:38,320 --> 00:10:38,640
OK.

363
00:10:38,640 --> 00:10:40,760
So as we wrap up this deep dive.

364
00:10:40,760 --> 00:10:43,040
I want to leave our listeners with something to think about.

365
00:10:43,040 --> 00:10:43,640
OK.

366
00:10:43,640 --> 00:10:49,000
Think about a recent technology that you either embraced or rejected.

367
00:10:49,000 --> 00:10:50,840
Now I want you to ask yourself.

368
00:10:50,840 --> 00:10:55,600
Which of the four factors we discussed played the biggest role in that decision?

369
00:10:55,600 --> 00:10:57,560
Was it performance expectancy?

370
00:10:57,560 --> 00:10:59,720
Did you think it would really make your life better?

371
00:10:59,720 --> 00:11:01,240
Or was it effort expectancy?

372
00:11:01,240 --> 00:11:03,160
Was it just too hard to use?

373
00:11:03,160 --> 00:11:04,840
Or maybe it was social influence.

374
00:11:04,840 --> 00:11:06,600
Did all your friends have it?

375
00:11:06,600 --> 00:11:07,960
Or was it the environment?

376
00:11:07,960 --> 00:11:10,120
You know, the facilitating conditions.

377
00:11:10,120 --> 00:11:13,920
Did you have the support you needed to be successful?

378
00:11:13,920 --> 00:11:16,000
That's such a great question to ask yourself.

379
00:11:16,000 --> 00:11:17,200
It really is.

380
00:11:17,200 --> 00:11:19,520
And by taking the time to think about it.

381
00:11:19,520 --> 00:11:22,000
We can become more aware of our own tech choices.

382
00:11:22,000 --> 00:11:24,160
And make better decisions in the future.

383
00:11:24,160 --> 00:11:26,960
I know I'm definitely going to be paying more attention to these factors from now on.

384
00:11:26,960 --> 00:11:28,040
Me too.

385
00:11:28,040 --> 00:11:29,840
And hopefully our listeners will too.

386
00:11:29,840 --> 00:11:34,320
So that wraps up our deep dive into the world of technology acceptance.

387
00:11:34,320 --> 00:11:35,800
Using the UTAT model.

388
00:11:35,800 --> 00:11:39,560
We learned about the four key factors that influence our tech choices.

389
00:11:39,560 --> 00:11:45,720
Performance expectancy, effort expectancy, social influence, and facilitating conditions.

390
00:11:45,720 --> 00:11:49,800
And how those factors are all filtered through our own individual perceptions.

391
00:11:49,800 --> 00:11:53,480
We also talked about how understanding these factors can help us make better decisions

392
00:11:53,480 --> 00:11:55,120
about the technologies we use.

393
00:11:55,120 --> 00:11:57,120
Both in our personal and professional lives.

394
00:11:57,120 --> 00:12:00,480
And even advocate for better technology design.

395
00:12:00,480 --> 00:12:04,960
If you enjoyed this deep dive, be sure to check out hackscience.education.

396
00:12:04,960 --> 00:12:08,400
Where you'll find the excerpt from Gary Ackerman's book that we used today.

397
00:12:08,400 --> 00:12:13,280
And don't forget to subscribe to our show so you don't miss out on any future episodes.

398
00:12:13,280 --> 00:12:18,400
We'll be back soon with another deep dive into the world of educational technology.

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00:12:18,400 --> 00:12:31,120
Until then, keep exploring, keep questioning, and keep learning.