Changes

== Concise description of theory ==

== Concise description of theory ==

The central theme of Social influence theory, as proposed by Kelman (1958), is that an individual’s attitudes, beliefs, and subsequent actions or behaviors are influenced by referent others through three processes: compliance, identification, and internalization. Kelman (1958) posited that social influence brings about changes in attitude and actions, and that changes may occur at different “levels.” This difference in the level of changes can be attributed by the differences in the processes through which individuals accept influence. Kelman (1958) delineated three primary processes of influence as described below:

The central theme of Social influence theory, as proposed by Kelman (1958), is that an individual’s attitudes, beliefs, and subsequent actions or behaviors are influenced by referent others through three processes: compliance, identification, and internalization. Kelman (1958) posited that social influence brings about changes in attitude and actions, and that changes may occur at different “levels.” This difference in the level of changes can be attributed by the differences in the processes through which individuals accept influence. Kelman (1958) delineated three primary processes of influence as described below:

** ''Compliance'' is assumed to occur when individuals accept influence and adopt the induced behavior to gain rewards (or, approval) and avoid punishments (or, disapproval). Hence, “the satisfaction derived from compliance is due to the ''social effect'' of accepting influence.” (p. 53)

* ''Compliance'' is assumed to occur when individuals accept influence and adopt the induced behavior to gain rewards (or, approval) and avoid punishments (or, disapproval). Hence, “the satisfaction derived from compliance is due to the ''social effect'' of accepting influence.” (p. 53)

** ''Identification'' is said to happen when individuals adopt the induced behavior in order to create or maintain a desired and beneficial relationship to another person or a group. Hence, the satisfaction occurs due to “the ''act'' of conforming.” (p. 53)

* ''Identification'' is said to happen when individuals adopt the induced behavior in order to create or maintain a desired and beneficial relationship to another person or a group. Hence, the satisfaction occurs due to “the ''act'' of conforming.” (p. 53)

** ''Internalization'' is assumed to occur when individuals accept influence after perceiving the content of the induced behavior is rewarding in which the content indicates the opinions and actions of others. It is also stated that individuals adopt the induced behavior realizing that it is congruent with their value system. In this case, therefore, the satisfaction occurs due to “the ''content'' of the new behavior.” (p. 53)

* ''Internalization'' is assumed to occur when individuals accept influence after perceiving the content of the induced behavior is rewarding in which the content indicates the opinions and actions of others. It is also stated that individuals adopt the induced behavior realizing that it is congruent with their value system. In this case, therefore, the satisfaction occurs due to “the ''content'' of the new behavior.” (p. 53)

Since social influence can shape an individual’s attitudes, beliefs and actions, the impact of social influence on information systems (IS) acceptance and usage has been studied extensively. However, the initial theorizing on IS adoption and use (Lewis et al. 2003; Venkatesh and Davis 2000; Venkatesh et al. 2003) is contended to consider the perspective of social normative ''compliance'', thereby overlooking the ''identification'' and ''internalization'' processes of social influence (Malhotra and Galletta 2005). It is argued that the ''subjective norm'' is the dominant conceptualization of social influence and mostly emphasizes compliance (Wang et al. 2013). Subjective norm is theorized in several behavioral models such as the theory of planned behavior (TPB) and the theory of reasoned action (TRA) (Ajzen 1991; Fishbein and Ajzen 1975). Technology-related subjective norm appears in different IS-specific models, including TAM2 and UTAUT (Venkatesh and Davis 2000; Venkatesh et al. 2003).

Since social influence can shape an individual’s attitudes, beliefs and actions, the impact of social influence on information systems (IS) acceptance and usage has been studied extensively. However, the initial theorizing on IS adoption and use (Lewis et al. 2003; Venkatesh and Davis 2000; Venkatesh et al. 2003) is contended to consider the perspective of social normative ''compliance'', thereby overlooking the ''identification'' and ''internalization'' processes of social influence (Malhotra and Galletta 2005). It is argued that the ''subjective norm'' is the dominant conceptualization of social influence and mostly emphasizes compliance (Wang et al. 2013). Subjective norm is theorized in several behavioral models such as the theory of planned behavior (TPB) and the theory of reasoned action (TRA) (Ajzen 1991; Fishbein and Ajzen 1975). Technology-related subjective norm appears in different IS-specific models, including TAM2 and UTAUT (Venkatesh and Davis 2000; Venkatesh et al. 2003).