Closing the Technology Adoption/Use Divide : The Role of Contiguous User Bandwagon

A firm may readily subscribe to a new technology, but then fail to use it. This paper advances existing technology diffusion theory by bringing in a new construct that can explain the likelihood of technology use after adoption. We define contiguous user bandwagon and show how this information diffusion mechanism can help in explaining the time to technology use. We test our hypotheses using data on the adoption and use of e-procurement technology (n=3158) in the early phase of its diffusion. We find support for the hypothesis that contiguous user bandwagon is a strong antecedent of time to technology use