Drivers and Barriers for Video Technologies Adoption – An Exploratory Analysis on Students

The paper aims to elicit and discuss upon the main factors influencing the process of adopting video technologies by employing a mix of qualitative and quantitative methods. In the first stage, a focus group research was implemented on four samples of subjects with different levels of resistance to the use of technology, generating a set of barriers and facilitators, classified by their nature and level of interdependence. The second part of the investigation consisted in the application of a supervised questionnaire, following an adapted version of the mental representation methodology of Svenson and Nilsson (1986), for economics (marketing specialization) and psychology students. The preliminary results are pointing out to a couple of significant differences in perceiving the influence of the analyzed factors, suggesting the need for a customized policy of minimizing resistance to innovation.