Environmental and organizational drivers influencing the adoption of VoIP

Previous research recognized the importance of studying the organizational adoption of a new communication technology because of its potential benefits on the organizational and individual outcome. However, extant studies took into account just a single theoretical perspective lacking a more comprehensive overview of the factors, which may influence the intention to adopt a new communication technology. Since the growing interest of voice over IP (VoIP) we developed our theoretical framework and tested our hypotheses considering this emerging communication technology. Thus, the present research considers simultaneously the institutional, management fashion, and efficient-choice perspectives for understanding the drivers of VoIP adoption process. A theoretical model is developed and tested through structural equation modelling on 620 Italian firms. We hypothesize that both external and internal factors affect the intention to adopt VoIP. Results underscore both the importance of coercive and fashion setters' pressure (i.e. external factors), and the pivotal role of perceived internal benefits (i.e. internal factors) in shaping intention to adopt.