Technology Acceptance in Mechatronics: The Influence of Identity on Technology Acceptance - Paperback

by Ute Hillmer (Author)

Ute Hillmer investigates technology acceptance behavior in the mechatronics industry in Germany and develops a multi-disciplinary understanding, which includes psychology, sociology and business science. It is shown that individuals accept new technologies more easily, if the technology replicates their individual social values and if the implementation process considers the prime social values that can typically be found in their social networks.

Back Jacket

Innovation and technological change is a vital driving force in the economy. Ute Hillmer investigates technology acceptance behavior in the mechatronics industry in Germany and develops a multi-disciplinary understanding, which includes psychology, sociology and business science. It is shown that individuals accept new technologies more easily, if the technology replicates their individual social values and if the implementation process considers the prime social values that can typically be found in their social networks. This book offers categorizations of individuals and deduces recommendations for actions to sustainably improve the development and introduction of technologies for all parties concerned.

Author Biography

Dr. Ute Hillmer is senior consultant and owner of Better Reality Marketing. She consults, coaches and teaches in international technology marketing and innovation management.