Technology Web 2.0 as Intervention Media: Technology Organization Environment and Socio-Technical System Perspective

Abstract

Culture and behavior are those that have an influence on business processes. Therefore, behavioral changes that affect culture require serious attention by the organization and personally. One of the steps that can be taken to encourage behavior change according to the target organization is persuasion. Persuade can start by communicating with each other, explaining the benefits and seeing the success of other people’s behavior. The social media as one form of Web 2.0 technology used in communication brings opportunities to be used as a medium of intervention. Web 2.0 technology interventions, represented by social media, aim to increase user engagement in specific processes that affect behavioral change. Technology organization environment (TOE) and Sociotechnological system (STS) are used as perspectives to ensure that Web 2.0 is adopted by the organization and its users so that the stages of the intervention can proceed. This perspective proposes five organizational factor components and six individual factors that can be used to influence the use of Web 2.0 based technologies. The application of persuasive features in on web 2.0 technology is based on the intent and behavior of the targeted changes. Web 2.0 technology interventions applied to pre-defined behavior to maximize change.