現代科技產業發達，「消費性耐久財」，也就是所謂的科技產品日新月異，新產品推出後開始其創新擴散與為大眾所接受的過程。在科技產品相同品項中，常存在著代表標準的主流技術或產品，而該主流品牌易成為上下游廠商競相合作的對象，這樣的地位也保證著高度的消費者採用意願。個人自我創新特質可決定是否採用新技術產品，不可忽略的是來自週遭人群採用的網路外部性影響，越多人採用能降低使用上的風險與不確定性，並提高生活與工作上的效率；互補性產品推出亦會因多人採用而越發完善，如此便能更確立其產品或技術在市場中的主流地位。 本研究以2010年初上市的蘋果電腦iPad為主要被接受科技，至今已帶動許多科技大廠投入平板電腦市場，其中不乏電腦與智慧型手機業者，甚或是電信業者亦欲加入此新世代多點觸控風氣盛行的平板電腦產業，蘋果電腦iPad的銷售量居高不下，顯示其儼然已位居主流產品地位。為了能探究其活化已瀕臨死亡的平板電腦市場之因，本研究認為應以創新擴散理論、科技接受模型與網路外部性的組合做為研究探討基礎理論，並採用品牌形象、涉入程度與資訊構面來輔佐加強，以達到與過去國內科技產品創新接受模型的差異化的目的，提供不同方向的切入點。本研究盼能在以問卷量化設計的構面採用中，將蘋果iPad此等消費性耐久財的廠商面與消費面間策略取得平衡探討，提供給平板電腦廠商思考行銷與聯盟策略上的參考依據，而本研究結果發現如下： (一) 個人內在創新特質與兩種外部因素代表的網路外部性，會正面影響採用者對於蘋果iPad的正面創新知覺特質，形成正面的採用態度；在採用者部份負面創新知覺特質上，也有負面效果存在。 (二) 尚未購買者的採用意願較不受負面創新知覺特質影響，正面知覺特質有助於增加已購買者的未來繼續採用意願。 (三) 有形與無形品牌形象中，唯有無形者對於繼續採用意願的增強無效。 (四) 加入對於蘋果iPad產品涉入程度考量後的廠商與消費資訊，並不完全提升對繼續採用意願的影響效果，且對於採用意願無顯著影響。 故整體而言，平板電腦廠商，應能由廠商與消費面切入思考產品研發與行銷策略，由目標市場的需求做基礎考量新產品功能，並善用品牌、銷售與廠商策略聯盟資訊，增強採用者的好印象，才能真正擴散其創新科技以達永續經營。 關鍵字：創新擴散、科技接受、網路外部性、涉入程度、品牌形象 / Global technical industry booms, especially the “consuming durable,” or the so-called “technical products” evolves fast. After new products are launched, the innovation diffusing and generally accepted procedure starts. Among the same technical items, there is always a mainstream technology or product which could play the role as a referred standard. And the mainstream brand would easily become the one that up and downstream manufacturers long to cooperate with. The position will also present the highly consumer accepting intention. Self-innovation could be an important dominant factor deciding whether to accept product with new technology. However the external network effect from the acceptance of people around is indispensible as well. As a rule of thumb, more acceptances could reduce the risk and uncertainty when using the targeted product or technology. Meanwhile, this will also increase the efficiency in daily life or at work. Complementary goods would develop more completely because of mass acceptance and this way it will help ensure the mainstream role of product or technology in the market. The research would take Apple iPad which was launched in the early of 2010 as the main accepted technology. It has encouraged many famous technical firms to join the new generation tablet PC market, including not only the originally computer and cell phone but also telecommunication firms. The highest sales among the tablet PC market showed iPad’s role as the mainstream product and technology. This research would take innovation diffusion theory, technology acceptance model and network externality as the basic theoretical combination to discuss the phenomenon that iPad helped excite tablet PC market. Besides, we add brand image, involvement, and information factors to our research framework so as to distinguish from and hope could provide more perspectives to the past theories discussing consuming durables’ innovation diffusion. And we expect to design ideal questionnaires including all the factors discussed, strike a discussing balance between firm and consumer strategies, and providing the consequence for Tablet PC firms’ considering marketing and cooperation strategies as supporting references. The following points are main conclusions of this research: 1. Internal self innovation and two kinds of network externality have positive effects on consumers’ positive innovative perceptions when accepting iPad; negative effects on negative innovation perceptions. 2. Potential buyers’ accepting intentions are less affected by negative innovative perceptions, but positive innovative perceptions would positively affect buyers’ continuing accepting intentions. 3. Only intangible brand image has no effect on buyers’ continuing accepting intentions. 4. After taking iPad product involvement into consideration, we found that the effects of information on accepting intentions will not be enhanced but will have partial effect on continuing accepting intentions. Considering everything, Tablet PC firms should do the product R&D and marketing plan on the basis of firm and consumer, launch the new function by taking consumer’s demand into consideration, and take full advantage of brand, sales and firm cooperation information to leave good impression on consumers. This way, they could really diffuse innovation and fulfill the goal of eternal operation. Keywords: Innovation Diffusion, Technology Acceptance, Network Externality, Brand Image, Involvement.

寬頻擴散可促進國家之生產力、就業、經濟成長及國家競爭力等，若能精準找出促進寬頻擴散之關鍵影響因素，將有利於政府集中資源有效率地推動寬頻發展。本研究提出研究問題與假說，以Rogers (2003)及Hall (2006)所提出影響創新擴散速率之社經因素、採用成本、採用效益、網路效應、資訊及不確定性及產業環境等6大因素面向為基礎，蒐集OECD國家及台灣等31國家相關資料，挑選Gompertz模型進行固定寬頻擴散Panel資料迴歸分析，發現各因素在全期及不同擴散階段有不同之顯著性與影響程度，表示分階段分析有其必要性。擴散初期之關鍵影響因素為收入、教育水準、平台競爭程度、人口密度及實施LLU累積年度等5項，而擴散後期之關鍵影響因素為寬頻價格、網際網路內容、決定採用時固定寬頻用戶比例、撥接用戶比例及擁有PC家庭比例等5項，可作為政府及業者於不同擴散階段精準投入資源以有效推動寬頻擴散之參考。 本研究續以前述分析結果選取日本、南韓、美國、丹麥、瑞士及台灣進行實際擴散比較，確認前述關鍵影響因素挑選之有效性。擴散初期，台灣有高人口密度優勢，若能提早推動寬頻並推動促進競爭措施，可促進初期之快速擴散。擴散後期，台灣國際排名退步，原因為寬頻價格過高，故此階段政府及業者應特別確保寬頻價格能夠使潛在採用者有能力並願意付費採用，才能促使寬頻持續有效擴散。 最後，本研究採用與固定寬頻相同迴歸分析模型對FTTX及行動寬頻分別進行分析後，有關行動寬頻，教育水準、寬頻價格、決定採用時行動寬頻用戶比例、人口密度、網際網路內容、使用固定寬頻語音服務比例、決定採用時FTTX用戶比例及使用網際網路家庭比例等8項變數有顯著效應；有關行動寬頻，收入、寬頻價格、網際網路內容、決定採用時行動寬頻用戶比例、使用網際網路家庭比例及人口密度等6項變數有顯著效應。因此，政府及業者若擬促進特定寬頻服務發展，仍須針對其服務特性推動特定之政策或策略。其中，寬頻價格、網際網路內容、網路效應及使用網際網路家庭比例等4項因素對FTTX及行動寬頻服務之影響類似，而此4個因素與固定寬頻後期擴散之關鍵影響因素較相近，因此，對於已存在市場的服務，即使是後來以較佳品質或功能之新服務型式提供，新服務之關鍵影響因素仍較接近已存在市場服務關鍵因素。 總之，本研究不同於過去文獻，以創新擴散理論為基礎，以國家層級資料量化分析與探討寬頻擴散之關鍵影響因素，除分別提供政策及管理建議供政府及業者參考外，亦補強Rogers (2003)及Hall (2006)所提出創新擴散理論未釐清與比較創新擴散影響因素在不同擴散階段影響之不足。 / Broadband diffusion may enhance innovation, productivity, employment, economic growth, and, ultimately, national competitiveness. If key determinants for broadband diffusion are identified, governments can align its resources with them to effectively promote the diffusion. Based on the determinants of the diffusion rate identified by Rogers (2003) and Hall (2006), this research compiled data available about OECD countries as well as Taiwan to implement overall and staged panel regressions on fixed broadband diffusion by adopting Gompertz model. The findings indicate that the significance of the determinants varies between overall and staged analysis, which consequently justifies the necessity of a staged analysis. The key determinants in the early stage are income, education level, platform competition, population density, and the accumulated years of implementing LLU policy; however, in the late stage they are broadband price, Internet content, network effect, the penetration of dial-up users, and percentage of household with computer. Governments may more accurately promote broadband diffusion according to different key determinants in different stages. This research further compared the real fixed broadband diffusion of Japan, South Korea, USA, Denmark, Switzerland, and Taiwan based on the previous analysis results. The findings generally justify the choice of key determinants in the previous analysis. In the early stage, Taiwan had the advantage of high population density. If the government could have promoted fixed broad banded services and market competition earlier, the penetration would have grown much faster. In the late stage, since the broadband price was too high in Taiwan, its international ranking of fixed broadband penetration declined. Therefore, in order to further promote the diffusion of fixed broadband, the government should have ensured that the price was low enough to convince the potential adoptors to purchase broadband services. Finally, this research adopted the same approach as that of previous fixed broadband to analyze the diffusion of FTTX and mobile broadband, respectively. Education level, broadband price, network effect of FTTX, network effect of mobile broadband, Internet content, population density, percentage of household with computer, and the penetration of fixed VOIP users have significant effect on FTTX diffusion. However, income, broadband price, network effect of mobile broadband, Internet content, population density, and percentage of household with computer have significant effect on mobile broadband diffusion. Therefore, governments or operators should tailor their policies or strategies for specific services. The effects of broadband price, Internet content, network effect, and percentage of household with computer are similar in both FTTX and mobile broadband, and they are also similar to the key determinants of fixed broadband diffusion in the late stage. Therefore, even though a new service with better quality or function is introduced in an existing market, its key determinants are more similar to those of the existing service depending on its diffusion stage. In conclusion, different from previous research, this one applied national-level data to quantatively analyzed and explore the key determinants of broadband diffusion based on innovation diffusion theory. The research findings not only propose policy and management suggestions to governments and service providers, but also supplement the the theory proposed by Rogers (2003) and Hall (2006), which did not identify and compare the determinants of innovation in different diffusion stages.

企業越來越意識到使用者的重要性，知道產品設計必須以使用者為中心。但面對網路興起、讀者大量流失的報紙新聞媒體，該如何從使用者察覺出商業模式創新的機會，是當前文獻亟欲探索的主題。本論文因此提出兩大分析重點。第一，分析使用者的行為脈絡，由早期大眾的角色中找出使用者對資訊需求，理解創新擴散的關鍵。第二，透過使用者行為分析形成商業模式的各種可能性，了解如何能改變商業營運邏輯。本文以聯合報系旗下之《Upaper》捷運報做為個案，分析捷運族的移動行為與資訊需求，藉此鎖定十個新聞主題來分析使用者行為、資訊需求、設計洞見、設計方案等環環相扣的四個步驟。本研究歸納出三種人物誌：需要優先性資訊的懶人、喜愛連貫性資訊的達人、偏好比較性資訊的商人。這三種人物誌指引出三種可能的新商業模式：從新聞到情報、從廣告到商研、從紙媒到串媒。學理上，本研究提出使用者導向商業模式的形成過程及創新原則。實務上，新聞媒體組織可以理解分析使用者的微觀行為的步驟及策略。 / Enterprises are increasingly aware of the importance of users and know their product design must be user-centered. Now newspaper media is losing their readers due to the rising of Internet, so how to develop an innovative business model from users became one of hot topic of literature review. This thesis could be divided into two parts. Firstly, analyze the user behavior context in order to identify the information needs from the role of the early majority, and to realize the key point of innovation diffusion. Secondly, find the possibilities of business models through the user behavior analysis and learn how to change the business logic. In this paper, we use the United Daily News Group's "Upaper" as a case study of the mobile behavior and information needs of the commuters, thereby focusing the top ten news topics to analyze user behavior, information needs, design insights, design plan, these four steps which is closely connected and inseparable. This study identifies three Personas: lazy people who need priority information, Maven who like coherent information, businessman who prefer comparative information. These three personas point out three possible new business models: from news to intelligence, from advertising to business research, from newspaper media to the transmedia. Academically, this study presents the formation process and the innovative principles of the user-oriented business model. In practice, the media organization can understand the steps and strategies about how to analyze the user microscopic behavior.

本研究的主題是平台商業模式，研究的主要動機是近來不管是從SAP全球輔導過的各產業企業或是在EMBA探討過的無數個案中，發現一個成功企業都有一個共通的元素，就是它們都擁有一個優秀的商業模式，而進一步去檢視這些企業，發覺越來越多成功企業是以建立平台連結多方群體的平台式商業模式快速崛起，它們打破競爭的疆界，很多屬於傳統直線式產業鏈的企業因而紛紛敗下陣來。 鑑於研究者在剛出社會時曾經創過業，加上在外商的工作雖然收獲高於一般人，但總覺得為人作嫁且外商績效掛帥變動性大，因此有朝一日還是想要再次自行創業；加上此刻台灣的產業都面臨轉型，因而想利用這個論文來好好研究與探討這些平台企業的成功之道，歸結出實務建議供未來再次創業時參考，並提供給想轉型或發展平台商業模式的台灣企業參考！ 平台商業模式廣泛出現在各種產業中，受限於研究資源限制，本研究僅以電子商務為研究範圍，本研究選擇國內四家電子商務領導企業為個案研究對象，研究其成功的平台策略，及如何以平台為營運模式持續成長。另外，本研究也以商業模式圖（Business Model Canvas）來分析個案公司，探討其如何建立目標客戶群？如何建立營收模式？如何持續成長？最後，整合與分析其平台策略與商業模式的優劣，歸結出發展成功平台商業模式所應具備的資源與方法。本研究彙整結論如下： （一）找到存在於群體間尚未被滿足的需求，利用平台連接群體並建立互動機制，來提供價值與滿足需求並創造營收。 （二）建立完整的平台生態圈機制設計，讓平台本身與各邊群體成為關鍵資源。 （三）建立成長策略，持續以創新及創意來創造新的平台核心優勢來克服競爭與覆蓋威脅。 關鍵字：商業模式，平台策略，電子商務，創新擴散，價值網，網路效應，賽局理論。 / The theme of this research is to study the platform business model. The main motivation is the recent study whether counseling in each industry from the SAP global enterprise customers or EMBA explored in countless cases. The finding is that a successful business has one common element which they have a good business model. And further to examine these companies, most of the researches show that more and more successful companies have a significant and fast growth through platform business model that they build up a platform to connect multi-group. They break the boundaries of competition, so lots of the traditional linear chain companies have been defeated. Since the researcher used to start-up a company in earlier career stage. Also, although working in the global company has very good compensation compared with the local company. But always felt that work for others without profiting return and global vendor is pure performance driven with heavy pressure and dynamic change. So the researcher plans to re-start up the new business in the future. Besides, at the moment that all the Taiwan manufacture oriented companies are facing business transformation. Therefore want to take advantage of this thesis to investigate success of these platform companies. To conclude with best practice recommendations for reference once start-up a new company in the future. Also, provide reference for Taiwan companies that want to turn business transformation into platform business or start-up a new platform business. Platform business model is widely present in a variety of industries, subject to the limitations of research resources, this study only focus on the scope of E-commerce. This study chose four domestic leading E-commerce enterprise as a case study. Aim to study its successful platform strategy, and how to continue to grow with platform business model. In addition, this study also adopt the business model canvas to analyze the cases of companies that explore how to establish the target audience？How to build up revenue stream？How to continue to grow？Finally, consolidate and analyze the merits of its platform strategy and business model. And came out the must have resources and methods to develop a successful platform business model. This study aggregated the following conclusions: 1. To find out the unmet needs between the groups, take advantage of the interactive platform to connect groups and establish mechanisms to provide value to meet the demand and create revenue. 2. To establish an complete platform ecosystem with solid mechanisms. Let the platform itself and each side of the groups become the key resource. 3. To form a growth strategy, continue to equip innovation and creativity to create new core competence for a platform to overcome the threat of competition and coverage. Key Words：Business Model, Platform Strategy, E-Commerce, Innovation Diffusion, Value Net, Network Effect, Game Theory.

Univ., Diss.--Hohenheim, 2002.

Made available in DSpace on 2010-04-20T20:08:21Z (GMT). No. of bitstreams: 0 Previous issue date: 2000-03-24T00:00:00Z / Electronic commerce has the power to change business and the relationship between companies and their clients, suppliers and partners. Looking at the astonishing growth of Internet and the Web, companies are stiU leaming how to use electronic commerce in their business processes as well as in strategies to integrate themselves both internally and externally. Banks have since long been among the companies with the highest leveI of information technology spending in order to support their processes, to reach business efficiency and improve the quality of banking services. Being originated in the technological convergence of computing and telecommunications, electronic commerce open great opportunities to banks, which have been looking for effective ways to offer off-branch banking services for decades. The importance of electronic commerce evolution to banks is even more relevant if it is considered that there is no commerce without payment and they are the main players to keep a trustful and flexible payment system. Therefore, the growing use of the Web and the Internet by banks implies also the consolidation of electronic commerce, either by their importance in controlling the payment system or the trust they mean to electronic fund transfer systems users. This work intends to create ways to evaluate the evolution of electronic commerce in banking services and the diffusion of Web use among banks. Since banks can use the Web to release information, deliver banking products and services and improve customer relationship, Web site analysis, surveys and interviews were taken to identify direction, rate, determinants and implications of Web use evolution among banks. / O comércio eletrônico é uma força que promete mudar definitivamente o cenário das empresas e seu relacionamento com clientes, fornecedores e parceiros. De olho no crescimento explosivo da Internet e da Web, as empresas estão aprendendo a utilizar o comércio eletrônico em seus processos de negócio tanto quanto nas suas estratégias de integração interna e externa. Os bancos têm, desde há muito, estado entre as empresas que mais investem em tecnologia de informação para apoiar os seus processos de negócio, buscar a eficiência empresarial e aumentar a qualidade dos seus serviços. Tendo suas origens na convergência tecnológica entre a computação e a telecomunicação, o comércio eletrônico abre um leque de oportunidades aos bancos que há muito buscam alternativas para oferecer aos seus clientes a possibilidade de operar serviços bancários remotamente, sem a necessidade de deslocamento até Uma agência. Mas a importância da evolução do comércio eletrônico para os bancos é ainda maior se for considerado que não há comércio sem pagamento e os bancos são os principais responsáveis pela manutenção de um sistema de pagamento confiável e versátil. Portanto, a crescente utilização da Web e da Internet pelos bancos implica também na consolidação do comércio eletrônico, tanto pela sua importância no controle dos meios de pagamento quanto na confiabilidade que transmitem aos usuários dos sistemas eletrônicos de transferência de valor. Este trabalho tem como objetivo estabelecer critérios para avaliar a evolução do comércio eletrônico nos serviços bancários e a difusão do uso da Web entre os bancos. A partir da observação de que os bancos podem utilizar a Web para divulgar informação, distribuir produtos e serviços e melhorar o relacionamento com os clientes, foram realizadas pesquisas através de análises em Web sites, questionários e entrevistas, para caracterizar o ritmo, a direção, os determinantes e as implicações da evolução do uso da Web entre os bancos.

Aim - The purpose of this thesis is to examine the possibilities for feedback and learning in the construction sector. In addition, it is also examining the possibilities of how to get employees involved into new solutions in a more flexible way.  Theory - Innovation as a science field within construction bases much of its theories on Rogers, Schillings, Slaughters and Tatum’s work on innovation models and how they affect the implementation of the innovation. The theories also regard innovation diffusion and its focus on different actors and how they adapt to an innovation over time and about different key individuals such as Champions and Gatekeepers and their role in spreading the innovation.  Method - This thesis is a qualitative study with an inductive approach which was conducted as a case study on a consultant company in Uppsala, Sweden which is active in the construction industry. 10 interviews were conducted with different project managers and two more interviews with individuals with connection to their work. In addition, an observation study was also carried out. Findings - The results showed that the innovation process is not prioritized due to time requirements and that it is not the main task of the consultant to be innovative. They should rather focus on delivering a stable product for its customers. However, the co-workers do overall want to be more innovative but the current way of spreading and delivering new solutions might not be the best suitable way based on the time it requires for them to engage in the innovation.  Conclusion - The conclusion is that key individuals could be implemented and reduce other colleagues’ workload in the innovation work by absorbing ideas and new innovations. And summarize and visualize its benefits to the entire team.

The concept of Sustainable Forest Management (SFM) has been promoted in the past few decades all over the world. Non-industrial private forest (NIPF) owners play an important role in that aspect in the U.S. because of their number (about 16 millions), the size of forest land under their control (about half of all forest land in the continental US), and the dynamism of their population (increasing number of new owners). This study sought to better understand how NIPF owners come to a decision for adoption (or non-adoption) of SFM practices. We developed a theoretical model combining four theories (the Value-Belief-Norm theory, the Theory of Planned Behavior, the Elaboration Likelihood Model, and the Innovation-Diffusion Process) to explain NIPF's decision making. Using multivariate analyses, we determined which elements of the developed theoretical model were significant in explaining adoption of eight groups of practices. Overall, some of the most significant predictors of adoption we identified were technical assistance, motivations for owning land and the use of a written management plan. Particular attention was also directed toward the eventual relationship between education and adoption of SFM practices and it was found that NIPF owners who attended educational programs tended to be likely adopters compared to those who did not attend any educational program. Since SFM was not limited to the US, we also analyzed the concept of SFM with the same goals as in the US, but under a completely different context (socio-cultural, economic and ecologic) in Africa, through the community-based natural resource management (CBNRM) system. We used four case studies and focused on criteria such as participation, equity (both procedural and distributive, power devolution, trust, etc) to analyze how CBNRM works on the field, what lessons to take from the cases to better ensure the goal of sustainability of the resources. / Ph. D.

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The inquiry documented in this thesis is located at the nexus of technological innovation and traditional schooling. As we enter the second decade of a new century, few would argue against the increasingly urgent need to integrate digital literacies with traditional academic knowledge. Yet, despite substantial investments from governments and businesses, the adoption and diffusion of contemporary digital tools in formal schooling remain sluggish. To date, research on technology adoption in schools tends to take a deficit perspective of schools and teachers, with the lack of resources and teacher ‘technophobia’ most commonly cited as barriers to digital uptake. Corresponding interventions that focus on increasing funding and upskilling teachers, however, have made little difference to adoption trends in the last decade. Empirical evidence that explicates the cultural and pedagogical complexities of innovation diffusion within long-established conventions of mainstream schooling, particularly from the standpoint of students, is wanting. To address this knowledge gap, this thesis inquires into how students evaluate and account for the constraints and affordances of contemporary digital tools when they engage with them as part of their conventional schooling. It documents the attempted integration of a student-led Web 2.0 learning initiative, known as the Student Media Centre (SMC), into the schooling practices of a long-established, high-performing independent senior boys’ school in urban Australia. The study employed an ‘explanatory’ two-phase research design (Creswell, 2003) that combined complementary quantitative and qualitative methods to achieve both breadth of measurement and richness of characterisation. In the initial quantitative phase, a self-reported questionnaire was administered to the senior school student population to determine adoption trends and predictors of SMC usage (N=481). Measurement constructs included individual learning dispositions (learning and performance goals, cognitive playfulness and personal innovativeness), as well as social and technological variables (peer support, perceived usefulness and ease of use). Incremental predictive models of SMC usage were conducted using Classification and Regression Tree (CART) modelling: (i) individual-level predictors, (ii) individual and social predictors, and (iii) individual, social and technological predictors. Peer support emerged as the best predictor of SMC usage. Other salient predictors include perceived ease of use and usefulness, cognitive playfulness and learning goals. On the whole, an overwhelming proportion of students reported low usage levels, low perceived usefulness and a lack of peer support for engaging with the digital learning initiative. The small minority of frequent users reported having high levels of peer support and robust learning goal orientations, rather than being predominantly driven by performance goals. These findings indicate that tensions around social validation, digital learning and academic performance pressures influence students’ engagement with the Web 2.0 learning initiative. The qualitative phase that followed provided insights into these tensions by shifting the analytics from individual attitudes and behaviours to shared social and cultural reasoning practices that explain students’ engagement with the innovation. Six indepth focus groups, comprising 60 students with different levels of SMC usage, were conducted, audio-recorded and transcribed. Textual data were analysed using Membership Categorisation Analysis. Students’ accounts converged around a key proposition. The Web 2.0 learning initiative was useful-in-principle but useless-in-practice. While students endorsed the usefulness of the SMC for enhancing multimodal engagement, extending peer-topeer networks and acquiring real-world skills, they also called attention to a number of constraints that obfuscated the realisation of these design affordances in practice. These constraints were cast in terms of three binary formulations of social and cultural imperatives at play within the school: (i) ‘cool/uncool’, (ii) ‘dominant staff/compliant student’, and (iii) ‘digital learning/academic performance’. The first formulation foregrounds the social stigma of the SMC among peers and its resultant lack of positive network benefits. The second relates to students’ perception of the school culture as authoritarian and punitive with adverse effects on the very student agency required to drive the innovation. The third points to academic performance pressures in a crowded curriculum with tight timelines. Taken together, findings from both phases of the study provide the following key insights. First, students endorsed the learning affordances of contemporary digital tools such as the SMC for enhancing their current schooling practices. For the majority of students, however, these learning affordances were overshadowed by the performative demands of schooling, both social and academic. The student participants saw engagement with the SMC in-school as distinct from, even oppositional to, the conventional social and academic performance indicators of schooling, namely (i) being ‘cool’ (or at least ‘not uncool’), (ii) sufficiently ‘compliant’, and (iii) achieving good academic grades. Their reasoned response therefore, was simply to resist engagement with the digital learning innovation. Second, a small minority of students seemed dispositionally inclined to negotiate the learning affordances and performance constraints of digital learning and traditional schooling more effectively than others. These students were able to engage more frequently and meaningfully with the SMC in school. Their ability to adapt and traverse seemingly incommensurate social and institutional identities and norms is theorised as cultural agility – a dispositional construct that comprises personal innovativeness, cognitive playfulness and learning goals orientation. The logic then is ‘both and’ rather than ‘either or’ for these individuals with a capacity to accommodate both learning and performance in school, whether in terms of digital engagement and academic excellence, or successful brokerage across multiple social identities and institutional affiliations within the school. In sum, this study takes us beyond the familiar terrain of deficit discourses that tend to blame institutional conservatism, lack of resourcing and teacher resistance for low uptake of digital technologies in schools. It does so by providing an empirical base for the development of a ‘third way’ of theorising technological and pedagogical innovation in schools, one which is more informed by students as critical stakeholders and thus more relevant to the lived culture within the school, and its complex relationship to students’ lives outside of school. It is in this relationship that we find an explanation for how these individuals can, at the one time, be digital kids and analogue students.