Can Extended Exposure to New Technology Undermine Its Acceptance? Evidence from System Trials of an Enterprise Implementation

Despite significant attention given to effects of early exposure on acceptance and adoption of new systems, there continues to be ambiguity regarding its effectiveness beyond a threshold. For organizations concerned with optimal utilization of IT resources, a deeper understanding of ideal levels of early system exposure can result in greater realization of benefits through enhanced design of system training and mitigation of adverse effects of exposure on adoption. In this article, we propose that the relationship between system exposure and acceptance can demonstrate diminishing gains—as early exposure to a system increases beyond a reasonable level, its acceptance declines. Preliminary findings from an enterprise-wide system implementation suggest that exposure through prelaunch system trials results in diminishing system acceptance beyond an optimal point. We draw on learning and response-stimuli literature to interpret this early evidence. The article concludes with research propositions, recommendations, and implications for practice.

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