Partial Adoption of E-Invoice: An Unexpected Phenomenon within IS Adoption

Partial adoption means that a perfect substitute fails to completely replace the older technologies in one´s personal use even though it is judged the superior alternative. The assumption is that consumers choose to only use the superior alternative, yet, we often observe coexistence of old and new technologies. The contribution of this paper is to offer insights to the phenomenon of partial adoption: a little investigated and thus a quite new phenomenon within IS research. Our empirical findings suggest that positive attitude toward adoption, and intention to adopt, are not sufficient drivers of full adoption. Consumers do not generalize the positive experiences related to the partially adopted technology to all use situations. Rather, they think that the service provider should be active and instruct them how, when, and where to change their behavior. Thus, consumers expect the service providers to take the responsibility of the adoption.