Aligning adoption messages with audiences' priorities: A mixed-methods study of the diffusion of enterprise architecture among the US state governments

IF 5.7 2区 管理学 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE Information and Organization Pub Date : 2022-12-01 DOI:10.1016/j.infoandorg.2022.100423
Quang Neo Bui , Kalle Lyytinen
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Abstract

Prior studies on the diffusion of complex Information Systems (IS) innovations have leaned on the rhetoric of persuasion perspective to formulate rhetorical strategies that can persuade adopters to engage in adoption behaviors. Yet, most of them ignore the shifting priorities and changing identity of the audience. To address this gap, we extend the perspective by examining how innovators need to evolve the adoption message of an innovation by aligning it with the audience's diverse and shifting priorities (and related identities). We trace rhetorical changes that the National Association of State CIOs (NASCIO) introduced to promote the diffusion of enterprise architecture (EA) between 2000 and 2012 among the 50 US states. We conduct a mixed methods analysis: first we qualitatively discern changes in the content of the rhetoric (message change); then we use a latent semantic analysis to measure the frame resonance between NASCIO's shifting rhetoric and the audience's changing priorities (alignment with audience priorities). Our findings highlight the importance of: 1) frame ambiguity that renders a complex IS innovation appealing to varied audiences over its diffusion trajectory; and 2) listening to the community members' priorities and aligning the adoption message with their dominant beliefs. Our analysis posits the rhetoric of identification as a complementary lens to account for the co-evolution of shared priorities and identity alignments between innovators and their audiences.

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将采用信息与受众的优先级保持一致:对企业架构在美国各州政府间传播的混合方法研究
以往关于复杂信息系统(IS)创新扩散的研究都是从说服修辞的角度出发,制定说服采用者参与采用行为的修辞策略。然而,他们大多忽略了受众的优先级和身份的变化。为了解决这一差距,我们扩展了这一视角,研究了创新者需要如何根据受众多样化和不断变化的优先事项(以及相关身份)来调整创新的采用信息。我们追溯了2000年至2012年间,美国各州首席信息官协会(NASCIO)为促进企业架构(EA)在美国50个州的传播而引入的修辞变化。我们进行了混合方法分析:首先,我们定性地辨别修辞内容的变化(信息变化);然后,我们使用潜在语义分析来测量NASCIO不断变化的修辞和受众不断变化的优先级之间的框架共鸣(与受众优先级保持一致)。我们的研究结果强调了以下因素的重要性:1)框架模糊性使得复杂的信息系统创新在其传播轨迹上吸引不同的受众;2)听取社区成员的优先事项,并使收养信息与他们的主要信仰保持一致。我们的分析将认同修辞作为一种补充视角,以解释创新者与其受众之间共同优先事项和身份一致性的共同演变。
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来源期刊
CiteScore
11.20
自引率
1.60%
发文量
18
期刊介绍: Advances in information and communication technologies are associated with a wide and increasing range of social consequences, which are experienced by individuals, work groups, organizations, interorganizational networks, and societies at large. Information technologies are implicated in all industries and in public as well as private enterprises. Understanding the relationships between information technologies and social organization is an increasingly important and urgent social and scholarly concern in many disciplinary fields.Information and Organization seeks to publish original scholarly articles on the relationships between information technologies and social organization. It seeks a scholarly understanding that is based on empirical research and relevant theory.
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