The Rhetorics of System Adoption and Diffusion in the Taiwan Mutual Fund Industry

This paper considers system adoption and diffusion over time in the Taiwan mutual fund industry. We use a rhetorical lens to explore the interaction between different actors in this context. Our interpretation of the case utilizes, and enables reflection on, the theory of innovation diffusion and dynamic affordance. We introduce the concept of rhetorical affordance and conclude that the diffusion of a technological innovation is a discursive journey, continuously shaped, influenced and facilitated by changes in the rhetorics of different actors. Our theoretical contribution to the IS literature includes a demonstration of how different contextual elements can constitute, constrain and redefine the emerged rhetoric over time during IS diffusion. Further research may usefully consider how IT artifacts may change as a consequence of rhetoric-in-action. More practically, we highlight the importance of discourse in shaping the interpretation and understanding of innovations. To initiate and stimulate the innovation process, it is crucial to know and understand local practices and cultural nuances in order to help ensure a contextual fit within the organization concerned and the local business community.