| Abstract: | Through in-depth interviews of 26 employees, this study examined how social norms and values influence email usage in a nonprofit organization in a low-income urban community. Although adequate technical infrastructure was in place, a shared norm on getting a feel in social interactions reinforced face-to-face communication as the primary mode of communication among members. This norm, coupled with a lack of computer literacy and of technical support, led to low email usage and slow adaptation to external technological change. These findings revealed the importance of improving members' technical competence to experience a feel in computer-mediated communication before initiating changes in technology use. |
