Developing the Digital Communication Acceptance Scale (DICAS) for Measuring Employee Acceptance of Digital Communication Technologies in the Workplace

Abstract

The study explores the impact of Digital Communication Technologies (DCT) on internal communication within organizations, focusing on employee acceptance. It introduces the Digital Communication Acceptance Scale (DICAS) to fill the gap in existing technology acceptance models, such as the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT), which don’t consider factors critical in the context of internal communication. The research was conducted in three phases: item creation and expert review, exploratory factor analysis (EFA), and confirmatory factor analysis (CFA). Results showed a six-factor model—Interaction Facilitation, Apprehension, Effort Expectancy, Performance Expectancy, Facilitating Conditions, and Social Influence—explaining 79.5% of the variance. Reliability of the scale was confirmed with high internal consistency (α = .918). DICAS allows organizations to assess employee attitudes toward DCT, offering practical insights for improving communication strategies and facilitating smoother digital transformations. The scale also addresses privacy concerns, social dynamics, and organizational support, providing a comprehensive framework to guide future research and practice in digital workplace communication.

Keywords

digital communication digitalization employees internal communication technology acceptance

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