Hype IT : IT som vision och verklighet : om teknikspridning, personalisering och bredband

Detta är en avhandling från Stockholm : Företagsekonomiska institutionen, Stockholms universitet

Sammanfattning: Information technology has long been associated with visions that can sometimes make everything seem possible. Many investments in IT have failed because they were founded on visions that had no correspondence in reality. This dissertation discusses the hype around IT and the visions behind the broadband and personalization concepts.The main contribution is a method that analyses the gap between vision and reality when deciding upon investments in a new technology. In the vision gap model, the journey from vision to reality is divided into three stages. The first is the creation stage formed by rhetoric. It contains a vision expressed through the use of language. In the demonstra-tion phase, the vision is transformed into physical illustrations, pictures, or prototypes. The implementation stage takes the final step into realization. However, two gaps appear between these stages. The first is between the words and action - between visionary thoughts of the technical opportunities and what is concretized in the physical illustra-tions. The second gap shows up as a difference between the illustrations and what seems possible to offer people for use.The dissertation identifies and discusses factors that influence these gaps. Seven papers give the foundation for the analysis. The first two papers discuss the production of belief in IT and the factors that influence the perception of speed in technological development. The third paper reports findings from two experiments gauging the effect of diffusion models on peoples’ perception of speed in this process. The fourth and fifth paper deal with electronic commerce and methods for personalization, i.e., methods that create offerings suited to individual preferences. These papers describe the construction of the SportWeb, a web shop featuring sporting goods. The final two papers report findings based on an explorative inquiry about the attitudes towards the interface and content in Nãtsamhãllet (the Net Society), a prototype of a broadband portal. Key words: Information technology, diffusion, doctrines, hype, vision and reality, personalization, broadband, product development, vision gap model.