The Effect of Social Network on Accptability of New Technology in Developing Countries: A Case Study of Piped Water Adoption in Rural India

It has been pointed out that new technologies introduced in developing countries have not been accepted by local residents in some cases. It is assumed that new technologies need to be adapted to the local social structure if the aim is to generate sustainable technology acceptance. In this paper, the effect of social network on acceptability of new technologies is examined through a case study on piped water adoption in rural India. Social Network Analysis is used to investigate how closed social network groups and the centrality of some individuals in social network affect technology acceptance of residents. The effect of these attributes on technology acceptance is examined using logistic regression model. Our results show 3 main findings as follows: (1) there are no similarities of piped water use among residents belong to the same closed social network group, (2) central persons who affect other residents’ technology use do not have high social status and play any role as a leader, thus, it is needed not to easily select persons who seem to be outstanding as key persons of technology adoption, (3) it is important to focus on not only individual attributes but also social network when new technologies are adapted.