Understanding Information Technology Identity (ITID) is transforming how we approach system implementations.
ITID describes how integral an information technology system is to a person’s self-concept. Our research has identified eight distinct archetypes based on ITID, Status Quo Bias, and Lingering Identity that explain adoption behaviors.
High ITID examples:
IS Zealots view technology as integral to their identity, adopting new tech early in both personal and professional settings. “It feels playful versus feeling like an obligation…”
IS Defenders are highly invested in current systems, viewing changes as threats to their competence and routines.
Low ITID examples:
Technophobes have low ITID and resist using IT unless necessary. “I would rather stick to a physical phone…”
Functional Users see IT as a necessary tool but don’t integrate it into their identity.
How is your organization addressing these different archetypes in your digital transformation strategy?
Download our complete research: https://lnkd.in/gQiM6bu7
