Web 2.0 Proclivity: Understanding How Personal Use Influences Organizational Adoption

Web 2 0 represents a major shift in how individuals communicate and collaborate with others While many of these technologies have been used for public, social Interactions (e g, Wikipedia and You Tube), organizations are just beginning to explore their use in day-to-day operations Due to relatively recent introduction and public popularity, Web 2 0 has led to a resurgent focus on how organization:: can once again leverage technology within the organization for virtual and mass collaboration In this paper, we explore some of the key questions facing organizations with regard to Web 2 0 implementation and adoption We develop a model of "Web 2 0 Proclivity", defined as an individual's propensity to use Web 2 0 tools within the organization Our model and set of associated hypotheses focuses on understanding an employee's internal Web 2 0 content behaviors based on non-work, personal use behaviors To test our model and hypotheses, survey-based data was collected from a global engine design and manufacturing company Our results show that Web 2 0 Proclivity is positively influenced by an employee's external behaviors and that differences exist across both functional departments and employee work roles. We discuss the research implications of our findings as well as how our findings and model of Web 2 0 Proclivity can be used to help guide organizational practice