Factors Influencing the Faculty Adoption of Web Media Objects: Identification and Recommendations

The current and increasing advances in computer technology has afforded more ubiquitous use of multimedia design for information presentation. This research addresses university faculty's use of web media objects: text, images/graphics, animation, audio and video (Oracle, Inc., 1996) for their course instruction.

The framework used to assess the inclusion of web media objects in university course instruction was Rogers' (1995) Diffusion of Innovations model. The innovation was the inclusion of web media objects into university course instruction. The innovation was diffused through a faculty development workshop. It was determined that three factors influenced a faculty member's decision to adopt and implement the innovation: technology, pedagogy, and presentation style.

Quantitative, qualitative, and observational data were used to draw conclusions about the influential factors associated with adoption of the innovation. This research resulted in a number of pertinent outcomes. Those outcomes included: information regarding faculty members' perceptions towards the innovation adoption, adoption barriers and general lessons learned, potential design guidelines for advanced multimedia training developers and training support systems, and recommendations for improving the adoption of web media objects for university course instruction.

Results revealed that innovation characteristics: compatibility, trialability, relative advantage and observabilty are most important to consider for the adoption of web media objects for university course instruction. Discussion includes recommendations for improving faculty perception regarding these innovation characteristics and other related issues.