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Strategies for Successful Technology Adoption - Insights from Real-World Implementation Projects

Authors:
Lasse Berntzen
Marius Rohde Johannessen

Keywords: technology adoption; co-creation; marketing; trust.

Abstract:
This paper investigates strategies for promoting successful user adoption of new technologies by combining theoretical insights with practical experiences from European research projects. It emphasizes three key enablers: co-creation, content marketing, and trust. Co-creation is highlighted to ensure that systems are aligned with user needs and to foster psychological ownership through early and continuous involvement. Marketing is presented as essential for raising awareness, communicating value, and supporting adoption across different user segments. The paper also examines trust as a prerequisite for adoption, particularly in contexts involving the sharing of data or relinquishing control. A range of established models and theories, including the Technology Acceptance Model (TAM), Unified Theory of Acceptance and Use of Technology (UTAUT2), Theory of Planned Behavior (TPB), and Diffusion Of Innovations (DOI), are reviewed to provide a foundation for understanding adoption dynamics. The findings suggest that combining theoretical frameworks with user-centered design and effective communication strategies can significantly enhance the adoption of emerging technologies. These insights provide a practical foundation for designing more user-centered, trustworthy, and widely adopted technologies.

Pages: 18 to 24

Copyright: Copyright (c) IARIA, 2025

Publication date: May 18, 2025

Published in: conference

ISSN: 2308-3956

ISBN: 978-1-68558-267-8

Location: Nice, France

Dates: from May 18, 2025 to May 22, 2025