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Footnote

Chapter 2 (Technology and People) focuses an several theories of technological acceptance and diffusion. Unfortunately, Bruce's presentation is somewhat confusing as he moves from one theory to next, never quite connecting them into a logical sequence or coherent whole. Two theories are of particular interest to Bruce: the Theory of Diffusion of Innovations and the Theory of Planned Behavior. The Theory of Diffusion of Innovations is an "information-centric view of technology acceptance" in which technology adopters are placed in the information flows of society from which they learn about innovations and "drive innovation adoption decisions" (p. 20). The Theory of Planned Behavior maintains that the "performance of a behavior is a joint function of intentions and perceived behavioral control" (i.e., how muck control a person thinks they have) (pp. 22-23). Bruce combines these two theories to form the basis for the Technology Acceptance Model. This model posits that "an individual's acceptance of information technology is based an beliefs, attitudes, intentions, and behaviors" (p. 24). In all these theories and models echoes a recurring theme: "individual perceptions of the innovation or technology are critical" in terms of both its characteristics and its use (pp. 24-25). From these, in turn, Bruce derives a predictive theory of the role personal perceptions play in technology adoption: Personal Innovativeness of Information Technology Adoption (PIITA). Personal inventiveness is defined as "the willingness of an individual to try out any new information technology" (p. 26). In general, the PIITA theory predicts that information technology will be adopted by individuals that have a greater exposure to mass media, rely less an the evaluation of information technology by others, exhibit a greater ability to cope with uncertainty and take risks, and requires a less positive perception of an information technology prior to its adoption. Chapter 3 (A Focus an Usings) introduces the User-Centered Paradigm (UCP). The UCP is characteristic of the shift of emphasis from technology to users as the driving force behind technology and research agendas for Internet development [for a dissenting view, see Andrew Dillion's (2003) challenge to the utility of user-centerness for design guidance]. It entails the "broad acceptance of the user-oriented perspective across a range of disciplines and professional fields," such as business, education, cognitive engineering, and information science (p. 34).
Bruce begins Chapter 5 (The Users' View of the Internet) by pointing out that the Internet not only exists as a physical entity of hardware, software, and networked connectivity, but also as a mental representation or knowledge structure constructed by users based an their usings. These knowledge structures or constructs "allow people to interpret and make sense of things" by functioning as a link between the new unknown thing with known thing(s) (p. 158). The knowledge structures or using constructs are continually evolving as people use the Internet over time, and represent the user's view of the Internet. To capture the users' view of the Internet from the research literature, Bruce uses his Metatheory of Circulating Usings. He recapitulates the theory, casting it more closely to the study of Internet use than previously. Here the reduction component provides a more detailed "understanding of the individual users involved in the micromoment of Internet using" while simultaneously the amplification component increases our understanding of the "generalized construct of the Internet" (p. 158). From this point an Bruce presents a relatively detail users' view of the Internet. He starts with examining Internet usings, which is composed of three parts: using space, using literacies, and Internet space. According to Bruce, using space is a using horizon likened to a "sphere of influence," comfortable and intimate, in which an individual interacts with the Internet successfully (p. 164). It is a "composite of individual (professional nonwork) constructs of Internet utility" (p. 165). Using literacies are the groups of skills or tools that an individual must acquire for successful interaction with the Internet. These literacies serve to link the using space with the Internet space. They are usually self-taught and form individual standards of successful or satisfactory usings that can be (and often are) at odds with the standards of the information profession. Internet space is, according to Bruce, a user construct that perceives the Internet as a physical, tangible place separate from using space. Bruce concludes that the user's view of the Internet explains six "principles" (p. 173). "Internet using is proof of concept" and occurs in contexts; using space is created through using frequency, individuals use literacies to explore and utilize Internet space, Internet space "does not require proof of concept, and is often influence by the perceptions and usings of others," and "the user's view of the Internet is upbeat and optimistic" (pp. 173-175). He ends with a section describing who are the Internet stakeholders. Bruce defines them as Internet hardware/software developers, Professional users practicing their profession in both familiar and transformational ways, and individuals using the Internet "for the tasks and pleasures of everyday life" (p. 176).