Welcome back. In this lesson, we set ourselves three goals. Understanding user resistance, different models of user adoption, different levers for affecting user adoption. This video will focus on different models of user adoption. There are two models of user adoption. The first model is referred to as the demand driven model of user adoption. The basic idea behind this model is if the benefits are higher than costs of adoption, then users adopt. The second model is referred to as the supply driven model. Here, the assumption is users want to adopt the new system but they face knowledge barriers. So, removing the knowledge barriers helps to adopt the innovation. So, let's start with the demand driven model of user adoption. This model has four dimensions. The first dimension is performance expectancy. That is, degree to which the individual believes that using the system will help him or her attain gains in job performance. So, if the new system will improve their performance, they are more likely to adopt the system. The second dimension is effort expectancy. That is the degree of ease associated with the use of the system. If the system is easy to use, they are more likely to use the system. The third dimension is social influence. Degree to which an individual perceives that important others believed that he or she should use the system. So, this dimension is about the social pressure to adopt the new system. So, who else is using it? How many other people are using it? If lot of other people who the users considers as important are using the system, then the user is more likely to use the system. Finally, facilitating condition. So, the user asks this question. If I have difficulty using the system, can I get help? So this dimension is about the degree to which an individual believes that organizational and technical infrastructure exists to support the use of the system. So, if the conditions support the use of the system, then a user is more likely to use the system. So, in the demand driven models often referred to as the user acceptance model, users look at four conditions; performance, expectancy, effort expectancy, social influence, and facilitating conditions to decide if they will adopt in your system. Now, let's look at the supply driven model of adoption. So, this model of adoption is about knowledge barriers. Resistance to innovation is due to knowledge barriers. In this model, the assumption is users don't adopt if they face knowledge barriers. So, to reduce resistance to the adoption of innovation, we need institutions to lower the knowledge barriers. As knowledge barriers are lowered, diffusion speeds up, adoption speeds up. So, thus, adoption is conceptualized in terms of organizational learning, skill development, and knowledge barriers. So, if you develop skill and knowledge and capabilities to overcome the knowledge barriers, then adoption takes place. This model is nicely illustrated by a study by Rubi, et al who examined the implementation of Enterprise Systems. So, to implement Enterprise Systems, firms have to overcome two knowledge barriers: Knowledge barriers associated with the assimilation of new work processes and knowledge barriers associated with the configuration of the ERP package. This study found that a user training that included technical and business process training had firms overcome assimilation knowledge barriers and a strong core team that included high-performing technical and business managers and carefully managed consulting teams addressed configuration knowledge barriers. So, user training that overcame that can overcome assimilation knowledge barriers and a core team and consulting teams that can address configuration knowledge barriers can help firms implement Enterprise Systems. Thank you