Tero Vartiainen
email: tero.vartiainen@uwasa.fi

Olli I Heimo
email: olli.heimo@utu.fi

Kai K Kimppa
email: kai.kimppa@utu.fi

A Participatory Design Program for Making Ethical Choices in Client Vendor Relations in ISD

Keywords: Client-vendor relations, participatory design, dialectics, ethics

We propose a program for developing ethically sustainable cultures in client-vendor relations in information systems development (ISD). The program is based on the participatory design approach and is motivated by the findings of our survey (n=20) that explored ethical challenges and good ethical practices in the IT field. The data showed that client-vendor relations are ethically conflicting as profitability pressures, for example, induce IS managers to undertake unethical practices. Based on the results of our survey, we identified a dialectical process in client-vendor relations in the form of thesis, antithesis, and synthesis. In the process, impulses inducing questionable or unethical practices (thesis) confront the guidelines for good ethical practices (antithesis). This confrontation between a thesis and an antithesis is implemented through the program we propose, and as a result, morally better practices are expected to emerge (synthesis).

Introduction

Client-vendor relationships in IS/IT projects are common, as in business and the public sector, the actors aim for efficiency by concentrating on core processes and outsourcing development projects or functions that are better implemented [START_REF] Park | Overcoming the Mum Effect in IT Project Reporting: Impacts of Fault Responsibility and Time Urgency[END_REF]. However, by aiming for efficiency via outsourcing IS/IT development work, the client engages in vendor risks when contracting a project to outside vendors [START_REF] Natovich | Vendor Related Risks in IT Development: A Chronology of an Outsourced Project Failure[END_REF]. Clientvendor relationships in IS/IT projects have been recognized as having inherent problems, some of which are ethical in nature, such as problems relating to honesty [START_REF] Claybaugh | Factors Contributing to the Information Technology Vendor-Client Relationship[END_REF][START_REF] Collins | How Good Is Good Enough? An Ethical Analysis of Software Construction and Use[END_REF]. Client-vendor relations have been studied from a variety of viewpoints, including outsourcing [START_REF] Bapna | Specialization, Integration, and Multi-Sourcing: A Study of Large IT Outsourcing Projects[END_REF][START_REF] Koh | Managing Vendor-Client Expectations in IT Outsourcing: A Psychological Contract Perspective[END_REF], risks [START_REF] Lim | Managing Risks in a Failing IT Project: A Social Constructionist View[END_REF], and fault responsibility [START_REF] Park | Overcoming the Mum Effect in IT Project Reporting: Impacts of Fault Responsibility and Time Urgency[END_REF]. Although in these studies there are discussions that touch on the morals and ethics of client-vendor relations, we did not find studies directly focusing on ethical or moral issues in these relations. Therefore, we gathered data on IT professionals' perceptions on client-vendor relations, analysed them, and found that there are major moral issues to consider in these relations. As an implication, we will propose a participatory design (PD)-based pro-gram that uses a dialectical approach to develop practices. The PD approach takes the viewpoint that stakeholders are involved in the development process, and that they themselves determine the outcome instead of an external actor imposing a preestablished solution [START_REF] Tufte | Participatory Communication: A Practical Guide[END_REF]. In participatory design, dialogical communication is encouraged, instead of linear communication. This suggests that dialectics might serve as a proper process in developing relations. In IS research, dialectics have been proven to be useful in understanding the totality of ISs and their development [START_REF] Lind | Dialectics in Information Systems Research: Potentials and Challenges[END_REF][START_REF] Robinson | Soft Systems Methodology and Dialectics in an Information Environment: A Case Study of the Battle of Britain[END_REF]. Therefore, we adopt dialectics (e.g., [START_REF] Van De Ven | Suggestions for Studying Strategy Process: A Research Note[END_REF]) in developing practices. We aimed to see whether the IT professionals were able and willing to describe and discuss the ethical dilemmas arising from their field of work, and to our joy, the results will show that the professionals are capable of both describing ethical challenges in client-vendor relations and produce solutions for ethically good practices. Our study is constructive and normative [START_REF] Järvinen | On Research Methods[END_REF] in the sense that a program for developing client-vendor relations in IT is our main contribution.

After the Introduction, in Section 2, we introduce literature describing clientvendor relations both in the public and private sectors, dialectics, and participatory design. In Section 3, the research design and data gathering methods are presented. In Section 4, the analysis process on empirical data and the dialectical model development are presented. Section 5 discusses the results.

Theoretical Background

Client-Vendor Relationship in ISD

Claybaugh and Srite conducted a grounded theory-based study on client-vendor relations in IT and determined a model explaining good and bad relationships (Figure 1) [START_REF] Claybaugh | Factors Contributing to the Information Technology Vendor-Client Relationship[END_REF]. In their model, there are categories as follows (including concepts): i) individual (e.g., customer service), ii) technological (e.g., product), and iii) organisational (e.g., customer service). These have an effect on two high-level categories, i) good relationships and ii) bad relationships. As an example, good customer service was identified by their interviewees as being relevant, response times were excellent, and the client's needs were satisfied. Taking the viewpoint of bad relations in customer service, slow response times, being pushy or antagonistic, and avoiding contact altogether were mentioned as examples. The model by Claybaugh and Srite interprets the relations from the viewpoints of good and bad [START_REF] Claybaugh | Factors Contributing to the Information Technology Vendor-Client Relationship[END_REF]. However, it is noteworthy that good and bad in their analysis do not directly imply good or bad in a moral sense, although honesty, for example, emerged in their interviewees' perceptions. Considerations on client-vendor relations have been typically divided into the private and public sectors (e.g., [START_REF] Caudle | Key Information Systems Management Issues for the Public Sector[END_REF][START_REF] Khalfan | Information Security Considerations in IS/IT Outsourcing Projects: A Descriptive Case Study of Two Sectors[END_REF]). Next, we briefly describe the characteristics of these sectors.

Public vs. Private: The Main Differences and Commonalities

In this paper, there are three different organisation types to consider: public organisations as clients of IS procurement, private organisations as clients, and private organisations as the developers of the IS. Rosacker and Olson [START_REF] Rosacker | Public Sector Information System Critical Success Factors, Transforming Government: People, Process and Policy[END_REF] state that there are many similarities between organisations in the private and public sectors, yet they are clearly distinctive from each other in many substantive ways. As an example, Rosacker and Olson present the idea that the portfolios and stakeholders of these two different types of organisations vary significantly. In addition, Rosacker and Olson argue that "public sector organisations will likely use and manage information systems differently than their private sector counterparts" 2 In the private sector (business-to-business), what drives clients to pursue IT projects is competitors' pressures that drive them to innovate in the short term [START_REF] Rosacker | Public Sector Information System Critical Success Factors, Transforming Government: People, Process and Policy[END_REF]. Indeed, the turbulent business world means that product cycles become shorter and shorter, and outsourcing-having a third party performing work-is used to become more competitive [START_REF] Mcnurlin | Information Systems Management in Practice[END_REF]. Taking into account client-vendor relations in the public sector, the client organisation's goals relate to generating services. In democratic societies, the public sector upkeeps various services for the citizenry. These services can include, but are not limited to, public health care; military, border, and police services; public schools; taxation; etc., which can include personal information from every citizen in the country, or in some cases international databases concerning hundreds of millions of people. The aforementioned services are-or at least should be-designed for the best intentions of the citizens' health, safety, and well-being, and are mostly funded through taxation; in comparison, the private sector acquires money from customers in a form of trade for products and/or services.

There are also differences between the ideologies in procurement. While public organisations' procurement processes are in many countries limited by law (see "Directive of the European Parliament and of the Council on Public Procurement"3 ), private organisations can use easier and more agile methods of defining and procuring their information systems. Hence, these agreements in the private sector can vary in the methods of, e.g., payment, development, upkeep, etc., while in the public sector, the agreements are more or less unified.

Environment: Various Information Systems

Even though private vs. public organisations is one clear and understandable division of organisations, and thus their IS needs, it is hardly the only division. Within these spheres, different kinds of ISs are needed, as information systems requirements vary greatly both by the task the information system is built to solve and by the availability of the information systems built to solve the problem. Most common IS solutions for organisations are bulk solutions (e.g., standard operating systems that come with the computers or office solutions, both of which are available off the shelf, or even embedded software, such as mobile operating systems or specific but onepurpose designed machines) that require little or no customisation and offer various functionalities compared to one-time solutions developed for one specific situation required by only one customer (e.g., special military systems or a custom-made Enterprise Resource Planning (ERP) solution). Another important factor in defining the client-vendor situation is the size of the information system required: whereas big organisations with multitudes of users or subjects can require large and complex systems (e.g., hospital information systems), some organisations require only a tiny fraction of functionalities and information processing capability from their information systems [START_REF] Heimo | Responsibility in Acquiring Critical Governmental Information Systems: Whose Fault is Failure? ETHICOMP 2013 -The Possibilities of Ethical ICT[END_REF].

While organisations procure information systems, non-customised bulk solutions can easily be counted out from unethical procurements, as a) the price of these systems is usually predetermined, b) they usually are available for testing, and c) there are ample test data from different solutions (see various professional magazines that do comparisons and reviews of suitable off-the-shelf software). This is true at least when compared to custom-made software, where the development and implementation of the information system is billed to the customer, whether or not the solution meets any of the customer's actual requirements.

Thus, the ethical analysis of procurement and development of information systems-at least according to the previous points-can primarily be focused on largescale tailored software. Our empirical data, shown later in this paper-at least according to the topics covered in it-also support this claim.

The responsibility of a private company to forge profits lies within the board and the CEO, as well as those on whom the aforementioned actors have laid the responsibility (e.g., in the case of a system purchase, the CIO). The existence of this sort of organisation lies within the profit and productivity of the organisation, or its part and thus the responsibility-while not always fairly-actualises to the actors within the organisation. While it is not always ethical, the organisation therefore has a mandatory need by its very actors to be efficient and economical and, when compared to the public sector, redeem its right to exist with this very fact; thus, the responsibility in these organisations are not only with the CEO, but with the whole organisation. As an example of the requirement for a private company to be efficient and economical, should an incorporated company want to do something else than profit, in Finland, they have to specify in their charter that this is the case (see, e.g., [17]).

This redeeming of existence becomes quite different when it becomes publicly funded. When procuring governmental information systems, it is more difficult to find the responsible parties. This is especially pertinent in cases where the procurement is for critical governmental information systems, where the responsibility is not only to the stockholder, but also to other stakeholders, in the public domain case, especially the citizen [START_REF] Heimo | Problem of Power: The Missing Agent[END_REF]. In many cases, the responsibilities remain undefined, and even if they are defined, the responsibility often does not actually land on the responsible party (see, e.g., [START_REF] Heimo | The Finnish eVoting Experiment: What Went Wrong? Ethicomp 2010 -Universitat Rovira i Virgili[END_REF][START_REF] Heimo | Responsibility in Acquiring Critical Governmental Information Systems: Whose Fault is Failure? ETHICOMP 2013 -The Possibilities of Ethical ICT[END_REF]). If we do not, or cannot, hold any party responsible for the development of the system, responsible development is not possible: the responsible agent seems to be missing [START_REF] Heimo | Responsibility in Acquiring Critical Governmental Information Systems: Whose Fault is Failure? ETHICOMP 2013 -The Possibilities of Ethical ICT[END_REF].

We have a hard time answering who the responsible party for errors in the system is if we cannot find them. Thus, effective safeguards are necessary, but they are difficult to implement. If the professionals' responsibilities towards society can be justified by committing them to the public good (see, e.g., [START_REF] Johnson | Computer Ethics: Analyzing Information Technology (Fourth Edition)[END_REF] (p. 183)), we can have an environment where proper discourse on the consequences and responsibilities at society's level can start [START_REF] Heimo | Responsibility in Acquiring Critical Governmental Information Systems: Whose Fault is Failure? ETHICOMP 2013 -The Possibilities of Ethical ICT[END_REF].

When procuring (critical) governmental information systems, the citizen is in no position to choose an alternative, as they as a consumer and any private business are, when choosing a different system [START_REF] Heimo | Responsibility in Acquiring Critical Governmental Information Systems: Whose Fault is Failure? ETHICOMP 2013 -The Possibilities of Ethical ICT[END_REF]. To illustrate this, when a citizen selects word processing software or when a company is choosing between potential enterprise resource planning systems, they can pick between many (privately provided) alternatives. On the other hand, when a citizen needs an electronic passport, the one provided by their government is it.

Dialectics and Participatory Design (PD)

According to dialectic process theories, entities (e.g., humans or organisations) live in a pluralistic world [START_REF] Van De Ven | Suggestions for Studying Strategy Process: A Research Note[END_REF]. They are faced with rivalling forces and colliding events with contradictory values that compete with one another for control and domination [START_REF] Robinson | Soft Systems Methodology and Dialectics in an Information Environment: A Case Study of the Battle of Britain[END_REF][START_REF] Van De Ven | Suggestions for Studying Strategy Process: A Research Note[END_REF]. This is visible through the design decisions made when ISs are designed (by the people in the organisations). An example of dialectic process theories is the dialectical theory of human development by [START_REF] Riegel | The Dialectics of Human Development[END_REF]. Value contradictions between rivalling forces that an entity confronts make the entity develop from one stage to another. In dialectics, the rivalling forces have been named as thesis and antithesis. Confronting these tensions helps create synthesis, which, in turn, assists the entity in moving to the next stage. Often, the synthesis is a new solution that differs from the thesis and the antithesis [START_REF] Van De Ven | Four Process Theories Explaining Development and Change in Organisations[END_REF]. In reality, things do not always happen according to dialectical theory. Sometimes, the synthesis is actually a win-win situation, and sometimes the opposite group has enough power to fully overthrow the dominant group so that no synthesis exists [START_REF] Van De Ven | Four Process Theories Explaining Development and Change in Organisations[END_REF].

We can find dialectical characteristics in PD. In PD, the stakeholders are involved in the design process to make it possible for the results to meet their needs [START_REF] Muller | Participatory Design[END_REF][START_REF] Luck | Dialogue in Participatory Design[END_REF]. This means that, when workshops for designing a new information system, for example, are arranged, the boundary between future users and designers may become blurred [START_REF] Luck | Dialogue in Participatory Design[END_REF]. This also means that competing interests among future users or between future users and designers, for example, may emerge, and these conflicts need to be resolved. This means that a PD process may be perceived from the thesis, antithesis, and synthesis viewpoints.

Participatory interventions may target the following goals [START_REF] Tufte | Participatory Communication: A Practical Guide[END_REF]: i) psychosocial outcomes in increasing feelings of ownership of a problem, ii) improvement of competencies and capacities required to engage with the development problem, and iii) actual influence on institutions that can affect an individual or community. Those effects of the PD should be ethically consistent and positive [START_REF] Stahl | Participatory Design as Ethical Practice -Concepts, Reality and Conditions[END_REF].

PD development projects typically have the following stages [START_REF] Tufte | Participatory Communication: A Practical Guide[END_REF]: i) research stage: the development problem is accurately defined, and all relevant stakeholders are involved; ii) design stage: actual activities are defined, and the commitment of stakeholders is supported via participation, with the quality and relevance of actions guaranteed by participation by stakeholders; iii) implementation stage; and iv) evaluation stage: the most significant changes are voiced and brought to common attention and assessed.

There are different types of PD, and when defining the goals of programs or development projects, the type of PD should be defined [START_REF] Tufte | Participatory Communication: A Practical Guide[END_REF]. First, passive participation means that primary stakeholders are informed about what is going to happen or has already happened. People's feedback is minimal. Second, participation via consultation by outside researchers or experts provides answers to the questions. Third, participation by collaboration forms groups of stakeholders to participate in discussion and analysis of pre-determined objectives. Fourth, empowerment participation means that stakeholders are capable of and willing to initiate the process and take part in analysis. This leads to joint decision-making.

To summarize, in this study, we apply the PD framework to attain morally good relations between clients and vendors in ISD. To strengthen the PD approach, we use dialectics to develop better practices from a morals viewpoint. In the next chapter, we will show how we collected empirical data about client-vendor relations. The empirical results will be used in the formulation of the PD-based program.

Research Design and Analysis

Interpretive approaches are recommended for studying complex IS phenomena [START_REF] Walsham | Doing Interpretive Research[END_REF]. Such approaches involve studying how individuals interact with the world around them and how they understand reality [START_REF] Trauth | Qualitative Research in IS: Issues and Trends[END_REF][START_REF] Klein | A Set of Principles for Conducting and Evaluating Interpretive Field Studies in Information Systems[END_REF]. As our research question concerns a complex real-life phenomenon, ethical issues in the IT field, we adopted an interpretive approach, and we gave the subjects the opportunity to express themselves in their own terms in textual survey responses [START_REF] Patton | Qualitative Evaluation and Research Methods[END_REF]. Next, the data gathering is described.

Dialectics (e.g., [START_REF] Lind | Dialectics in Information Systems Research: Potentials and Challenges[END_REF], [START_REF] Van De Ven | Suggestions for Studying Strategy Process: A Research Note[END_REF]) steered the question formulation as follows. According to dialectics, social intercourses are inherent contradictions, or opposing forces. Therefore, we asked our respondents to define both the moral concerns in the IT field and good practices (thesis and antithesis in Figure 2). We expected to receive responses that reflect opposing sides for the same concerns. By having the moral concerns and good practices confronted in a PD-based program, the practices might change (synthesis in Figure 2). To gather data about moral concerns and good practices, we developed a survey including the following tasks for the respondents: To get a representative sample, we used the membership records of the Finnish Information Processing Association. First, we sent the survey to 1,000 members. We got 11 responses. Then we published the survey on the Association's web page and got nine responses. In total, we received 20 responses.

Eleven respondents were male and nine were female. With respect to age, one was in his thirties, seven in their forties, seven in their fifties, and four in their sixties. Six of the respondents were employed in ICT services, three by industries other than ICT, and two by the government. Four represented education. With respect to position, five respondents represented project management, four ISD development, three education, two IS support, and two management.

The majority of the responses considered client-vendor issues. Therefore, as Claybaugh and Srite had found three issues in bad and good client-vendor relationsindividual, technological, and organisational-our analysis process focused on the identification of morally questionable practices and good practices relating to these three issues [START_REF] Claybaugh | Factors Contributing to the Information Technology Vendor-Client Relationship[END_REF]. After recognizing the practices, we used the dialectical framework together with the PD framework to define a PD-based program for client-vendor relations in ISD. Next, the results are presented.

Results

In the following section, we show the moral issues and good practices reflected through Claybaugh and Strite's classification [START_REF] Claybaugh | Factors Contributing to the Information Technology Vendor-Client Relationship[END_REF]. After that, we provide a suggestion for a PD-based program to develop client-vendor relations.

Practices Reflected through Claybaugh and Srite's Categorization

Individual-Related Practices

With respect to individual-related immoral practices working against one's conscience, inequality in the workplace and inadequate education or training for the work tasks emerged. Some of these issues directly affect client projects, such as issues on education and training. In some issues, it is possible that they indirectly affect projects, such as working against one's conscience and unequal treatment of employees.

Examples follow:

"Ageism -oppressing the weak ones." (Respondent 3) "Management does not care about employees education: Certain skills are needed for the client project but management does not care."

The subjects raised the following good practices that relate to individual levels: Taking responsibility for one's work, respecting humans, taking consciously into account equality issues, and honesty and trustworthiness. Exemplary extracts follow: "Making learning in workplace possible (master-apprentice)." (Respondent 3)

"Respect other people as humans. Trustworthiness and honesty -also when confronting problems. In my current workplace there is unfortunately no sustainable or good practices." (Respondent 11)

Technological-Related Practices

With respect to technological-related immoral practices, the respondents raised the issues of using certain methods that do not serve larger purposes of the client. An example follows.

"Also the agile methods are a problem. We quickly produce a prototype that works but we do not consider the business setting as a whole and we do not produce solutions that would be for use in larger context." (Respondent 17) With respect of good practices a practice related to long-term planning was raised: "Architectural planning is sustainable development, you get good systems and you are able to maintain and extend them in a sensible way." (Respondent 1)

Organisational-Related Practices

With respect to immoral practices, the relations between client and vendor seem to be disturbed by economic interests and disputes. According to the respondents, the economic benefits override the needs of clients both at individual and organisational levels. Examples follow.

"You have to produce an oversized system for the client. You take the extra money from client. You do not respect the client anymore. … The management had interests that are against morality. I hold my beliefs and produced the solutions that are in accordance with the needs of the client. I was not fired." (Respondent 5)

"Hunting for personal bonuses overrides sensible comprehensive solution. A duet between a foreman with low self-esteem and a subordinate with more knowledge is rarely enjoyable. A subordinate with knowledge is a threat to the foreman." (Respondent [START_REF] Caudle | Key Information Systems Management Issues for the Public Sector[END_REF] "When leading IT projects, I feel it as a constant conflict that the best possible solution for a client (internal or external) is not implemented. The other problem that I confronted in the public sector was that the best solution does not win the competitive bidding, but the solution is selected from the vendor that best 'fits' to the individuals that make the decision." (Respondent 17) Public sector-related immoral practices emerged in the data. According to the respondents, the set-up of procurement in public sector IT solutions is biased in such a way that making honest bids is not possible. Two examples follow.

"A problem that I confronted in the public sector: the best IT solution does not win the call of offers, but instead the solution is bought from the vendor that best 'suits' the decision-maker. … It is sad to be forced to lead a project that you know that the end results will not serve the users in the best possible ways and that the other option would have been better and cheaper. Public procurements are a farce. You can twist the selection criteria and the arguments to the form that the selected solutions pretend to be the best ones. There is no use to use time for assessment rounds when the decision is based on how well the decision-makers have been bribed." (Respondent 15) "I am working in IT sales and most of the ethical and moral problems that I have confronted I have confronted in situations when a public client has had too strict requirements in their call for offers. If vendors acted ethically and morally and they honestly and correctly made an offer, no one would get any points in the competition. To succeed in the competition, one has to knowingly interpret incorrectly [the call for offer]. This harms the buyer and society." (Respondent 16) With respect to good practices at the organisational level, the respondents raised honesty and transparency as important values. Examples follow. "Guidelines and policies take into account ethical and moral viewpoints, and they are adequately raised in discussions (cf. corporation values)." (Respondent 4)

"Honesty, and the practice that we help clients in need, although their problem would not concern us at all." (Respondent 7)

"Old people who have experience are 'mixed' into projects to bring capabilities on wholes. Internal calls for jobs inside the firm. With this kind of practice we avoid a professional becoming a person of one application." (Respondent 13) "Honest practices in work, towards each other. You quite seldom see it, but I believe that it sustains. Many clients do not appreciate honesty, and public procurement does not favour that." (Respondent 16) "Good management is vital in getting good end results. Motivated staff does the work well. Transparency of the corporate culture is important [....] in the way that there is nothing that needs to be disclosed." (Respondent 17)

Participatory Design-Based Program for Developing Client-Vendor Relations

propose a program based on PD [START_REF] Tufte | Participatory Communication: A Practical Guide[END_REF] to develop client-vendor relations in ethical issues. The goal of this program is to achieve the state of "morally good relations" (an extension of "good relationship" by Claybaugh and Srite [START_REF] Claybaugh | Factors Contributing to the Information Technology Vendor-Client Relationship[END_REF]); it adopts the viewpoint of empowerment, presuming that the stakeholders are willing and capable of collaboration, developing the relations, and taking actions. In practice, this kind of program could be organised by national or international associations.

Table 1 describes the stages of the program. Currently, we are at the research stage. Our current findings show that there are major moral issues to be considered, and therefore the next step in this stage is to get stakeholders involved for collaboration. When at the design stage, the practitioners representing both client and vendor roles are invited to develop joint norms for the client-vendor relations. The workshops might start with the presentation of the results of this study and then with the contemplation of morally suitable practices (synthesis). This requires that the participants not only become aware of the moral challenges in relations (cf. moral sensitivity [START_REF] Rest | The Major Components of Morality[END_REF]) and have willingness to make changes, but also to act upon the new practices (cf. moral motivation and character [START_REF] Rest | The Major Components of Morality[END_REF]). This also requires that the underlying reasons for the emergence of the ethical issues are articulated. For the implementation phase, the guidelines for better practices should be enforced into practice. The evaluation phase would assess the possible needs for the succeeding rounds.

Evaluation Stage

Evaluation of the implementation of norms.

Taking the types of PD [START_REF] Tufte | Participatory Communication: A Practical Guide[END_REF] from passive participation to participation by consultation or collaboration and empowerment, it is important that, in the PD-based program, the stakeholders are committed to the program. Commitment might be best achieved via participation by collaboration and empowerment. Participation by collaboration means in this program that stakeholders are invited to workshops to design solutions. Empowerment means that those who take part in workshops aim to put forward the action-guiding norms in their organisations.

Example Collisions of Thesis and Antithesis

By forcing thesis and antithesis to collide, we aim to morally develop the current practices. The recognition that there are competing forces-immoral impulses and understanding of what is morally good-represents the two contradictory sides of the same phenomenon (cf. [START_REF] Lind | Dialectics in Information Systems Research: Potentials and Challenges[END_REF][START_REF] Robinson | Soft Systems Methodology and Dialectics in an Information Environment: A Case Study of the Battle of Britain[END_REF]). As an example, the respondents raised many issues on treatment of client staff, such as not having the proper education or training and unequal treatment. As good practices, respondent described conscious training of staff and mixing people with different experience levels on projects. The discussions on these polarities might entail guidelines for client organisations, such as emphasizing education, training, and knowledge transfer in an organisation.

Discussion

First, we were able to show that there is a moral aspect inherent in the clientvendor model by Claybaugh and Srite [START_REF] Claybaugh | Factors Contributing to the Information Technology Vendor-Client Relationship[END_REF]. All three categories of the modelinterpersonal, technical, and organisational-include moral questions that our respondents were able to report. Our results show that client-vendor relations are prone to serious moral hazards, such as dishonesty towards the client by the vendor by abusing the client to the vendor's own financial benefit and not investing in serving the needs of the client. Also, the reverse was visible: the client tried to "smuggle" into the deal parts that would cost the vendor extra, but not be clearly visible during the negotiations. Therefore, it is not surprising that the core categories of the relations were named "good relations" and "bad relations" by Claybaugh and Srite [START_REF] Claybaugh | Factors Contributing to the Information Technology Vendor-Client Relationship[END_REF].

Second, the results show that perceived immoral practices in client-vendor relations concerned economic issues. These practices could be explained by the dirty hands dilemma of business [START_REF] Kaptein | The Balanced Company: A Theory of Corporate Integrity[END_REF]: The dirty hand dilemma is based on the tension between efficient functioning of the business and stakeholder interests. Stakeholder demands have to be met at minimal cost; otherwise, the corporation will not function efficiently. Therefore, to simplify the dirty hands dilemma, and to act responsibly (ensuring the existence of the corporation), one has to act immorally (regarding individual stakeholders). With respect to our results, it seems that profit maximization prevails in client-vendor relations: Clients' needs are not of real concern, but instead clients are used as cash cows, and resources for staff education are not allocated, affecting the quality of client solutions.

Third, our results showed that there are differences in public and private sector IS procurement. On the public side, the organisations were worried about budgets that went over, content that was not delivered, and promises that were not kept, whereas the private side was concerned with the client trying to get considerably more out of the deal than was-according to the vendor-negotiated for. There seems to be increased concern and frustration towards public sector IS development. While the answers indicated the frustration in observing and working on unethical projects for both the procurement process (e.g., mandatory lying, biased selection of providers, etc.) and development (e.g., poor quality, intentionally increased amount of work to charge more), the underlying reasons for bad client-vendor relationships [START_REF] Claybaugh | Factors Contributing to the Information Technology Vendor-Client Relationship[END_REF] should be considered: As Heimo et al. [START_REF] Heimo | Responsibility in Acquiring Critical Governmental Information Systems: Whose Fault is Failure? ETHICOMP 2013 -The Possibilities of Ethical ICT[END_REF] state, the responsibility in the public sector lies with the governmental office. The activities of these offices are directly mandated by laws and regulations, and their motivation differs from the motivation of a private organisation. According to our survey, the client-vendor relationship between the vendor of the IS and the governmental office seems to be missing efficient, economical, and ethical factors required for the IT specialists to be satisfied with the ethicality of the situation. While the procurement and development should only be a technicality in choosing the best vendor available, our data indicate that the developer is not only chosen unethically, but there also lies disagreements during the development and upkeep processes. These problems should, according to Heimo et al., be solved by allocating responsibility and encouraging public discussion [START_REF] Heimo | Responsibility in Acquiring Critical Governmental Information Systems: Whose Fault is Failure? ETHICOMP 2013 -The Possibilities of Ethical ICT[END_REF].

The different responsibilities in the situations of a private organisation versus a public organisation are shown partly similarly, partly differently. In a private organisation, there is, at least theoretically, a responsible party (CEO, CIO, the board) who is responsible to the stockholders. In a public organisation, the responsibility disappears into the system if the procurement process has followed the requirements of the law, however deficiently it may have been applied. We argue that, through the thesisantithesis-synthesis thinking, the responsibility could be made visible to the parties participating in the procurement, and thus it could be included through PD practices, but only after it is visible.

Even if we keep in mind the difference in public and private sector portfolios and stakeholders and organisational motivation, as well as the use and management of IS in general [START_REF] Rosacker | Public Sector Information System Critical Success Factors, Transforming Government: People, Process and Policy[END_REF], it would be naïve to assume that there are no problems in the private sector. The problems can vary according to the organisation, but the information about the problems in private sector IS procurement is not that likely to reach the public. This is due to the private nature of these organisations, and thus it is not represented in a similar magnitude in both scientific and public discussions.

Fourth, we proposed a PD-based program for developing practices in client-vendor relations. The program suggests that the immoral practices and morally good practices should be put under analysis by IT professionals to develop morally better practices. The dialectical process is beneficial from the viewpoint of developing awareness of moral issues [START_REF] Rest | The Major Components of Morality[END_REF]. However, awareness is not enough; good practices should be put into use.

Evaluation of the Study and Future Studies

Although the number of respondents in our survey was relatively small, the respondents described moral concerns and good practices in many sentences. As a collective, the respondents were capable of producing contradictory perceptions on similar issues. This suggests that the dialectical process we defined might work in a PD environment. This also strengthens the internal validity of our study. As the program we propose in this study is in its early stages, future studies should continue with the action research approach.

Fig. 1 .Fig. 2 .

 12 Fig.

Fig. 3 .

 3 Fig. 3. Model to develop ethically sustainable cultures in client-vendor relations in the IT field.

1 .

 1 What ethical and moral questions have you confronted in your IT jobs during the few last years? Describe your role in those situations. 2. Describe the reasons or factors that affected the emergence of the above-described questions. Reasons and factors may be values, norms, or interests that are in conflict with each other. 3. What ethical and moral questions are topical now? 4. What ethically sustainable and good practices you have observed in the IT field and in your own workplace?

Table 1 .

 1 The stages of the PD-based program

	Stage	Description
	Research Stage	Moral concerns and good practices understood at
		the individual, technological, and organisational lev-
		els.
	Design Stage	Production of action-guiding norms for client-
		vendor relations in ISD.
	Implementation	Implementation of norms in ISD.
	Stage

[START_REF] Claybaugh | Factors Contributing to the Information Technology Vendor-Client Relationship[END_REF] p.[START_REF] Kaptein | The Balanced Company: A Theory of Corporate Integrity[END_REF]

[START_REF] Rosacker | Public Sector Information System Critical Success Factors, Transforming Government: People, Process and Policy[END_REF] p. 67

http://www.europarl.europa.eu/document/activities/cont/201309/20130913A TT71292/20130913ATT71292EN.pdf


Matjaž Kljun
email: matjaz.kljun@famnit.upr.si

Klen Čopič Pucihar

"Break the Ice": The Use of Technology to Initiate Communication in Public Spaces

Keywords: privacy, mobile technology, security, intimacy, first contact, rejection, digital interactions, technology, communicating with strangers

The use of mobile technologies in public spaces often serves to disconnect users from their surroundings and alienate them from current social setting. However, digital interactions are often seen as the most appropriate method for communicating with strangers because they can be impersonal and free people from the fear of face-to-face rejection and social judgment that is based on first appearance and impression. This paper aims to explore if the perceived sense of security when using internet and mobile technologies for communication could also be established in a public setting of a cafeteria and benefit individuals when they are lonely in a public space. For this purpose, we built a technology probe that facilitates digital interactions (e.g. games, instant messaging, collaborative sketching, etc.) between collocated individuals in a public settings of a cafeteria by placing tablet computers on all tables. Our exploratory study shows that people could benefit from such a system as it is likely to alter their common behaviour -a result of a new possibility of initiating communication without the fear of jeopardizing their integrity.

Introduction

The research on internet use and its effects on sociality has produced a significant amount of work ranging from studies that suggest internet's negative effects on one's social network to studies that emphasized benefits of using such technology to increase one's social capital. The latter have dominated in the last decade underlying benefits such as relative anonymity, perceived sense of security behind the screen, and absence of physical contact. However, the anonymity and lack of nonverbal clues can leave digital only relationships open to wrong interpretations and assumptions about the person on the other side [START_REF] Nie | The impact of Internet use on sociability: Timediary findings[END_REF]. Moreover, all the studies presented in next section have focused on distant communications which gained dominance with ever greater connectivity and availability of mobile devices. In this paper we aim to exploit the benefits of mobile technologies and internet communication to initiate collaborations within physical public space where people could end up being alone (e.g. cafeteria).

Related Work

Over the last three decades a large amount of literature on correlation between the use of internet and social interaction has been published. Earlier studies suggested that internet use at home has a strong negative impact on time spent with friends and family [START_REF] Nie | The impact of Internet use on sociability: Timediary findings[END_REF] and contributes to: smaller social networks, a decline in social engagement within one's household and increases the risk of depression and loneliness [START_REF] Kraut | Internet paradox: A Social Technology That Reduces Social Involvement and Psychological Well-Being?[END_REF]. However, more recent studies have found that internet usage does not make users depressed or lonely but instead facilitates communication between geographically dispersed family members and friends [START_REF] Bargh | The Internet and Social Life[END_REF], and supports communities through discussion and mobilization around local issues [START_REF] Hampton | Neighboring in Netville: How the Internet Supports Community and Social Capital in a Wired Suburb[END_REF]. Internet can also foster new relationships based on shared values, beliefs and interests [START_REF] Bargh | The Internet and Social Life[END_REF]. Moreover, if sufficient trust is established these relationships may reach out of the digital domain [START_REF] Bargh | The Internet and Social Life[END_REF], [START_REF] Di Gennaro | Reconfiguring Friendships: Social relationships and the Internet[END_REF][START_REF] Wang | Social connectivity in America: Changes in adult friendship network size from 2002 to 2007[END_REF]. Several models of who is benefitting from online communication have been proposed. The "rich get richer" suggests that people who do well socially in the physical world benefit most in the digital domain [START_REF] Mckenna | Relationship Formation on the Internet: What's the Big Attraction?[END_REF][START_REF] Kraut | Internet Paradox Revisited[END_REF]. Alternatively, "social compensation" model predicts that those with difficulties in maintaining offline social networks might benefit from internet sociality [START_REF] Kraut | Internet Paradox Revisited[END_REF]. Both models have been criticised for not taking user beliefs, motivations and other personality variables into account [START_REF] Tufekci | Grooming, gossip, Facebook and MySpace --What can we learn about these sites from those who won't assimilate? Information[END_REF][START_REF] Tufekci | Who Acquires Friends through Social Media and Why? 'Rich Get Richer' versus 'Seek and Ye Shall Find[END_REF]. Tufekci's study supports "seek and ye shall find" model, which assumes that for a variety of reasons, users either believe or not in online friendships and it is this belief, which affects acquiring new friends online [START_REF] Tufekci | Who Acquires Friends through Social Media and Why? 'Rich Get Richer' versus 'Seek and Ye Shall Find[END_REF].

Studies have consistently shown that users disclose large amounts of personal information online (e.g. on social networking sites (SNS)) [START_REF] Gross | Information revelation and privacy in online social networks[END_REF][START_REF] Essex | Student privacy rights involving strip searches[END_REF], which builds one's personality, establishes common ground and declares friendship connections [START_REF] Lampe | A Face(book) in the Crowd: Social Searching vs. Social Browsing[END_REF][START_REF] Young | Information Revelation and Internet Privacy Concerns on Social Network Sites : A Case Study of Facebook[END_REF]. The anonymity of others who might access this information does not impact the amount of information revealed. It has been suggested that revealing information has the roots in the "stranger on a train" effect by making people feel comfortable sharing their lives without fearing disclosure [START_REF] Derlega | Sharing Intimacy: What We Reveal to Others and Why[END_REF][START_REF] Rubin | Disclosing oneself to a stranger: Reciprocity and its limits[END_REF]. Besides, other factors have been proposed such as larger perceived benefits of revealed information than the perceived costs of possible privacy invasions, peer pressure, herding behaviour, trust in SNS and its members, and the service's own default privacy settings [START_REF] Gross | Information revelation and privacy in online social networks[END_REF].

In addition to relative anonymity, internet also offers relative absence of nonverbal interaction cues, which encourages self-expression. Lack of visual cues has been also seen as liberating users from social judgment of physical appearance and attractiveness which is the norm offline [START_REF] Walther | Computer-Mediated Communication: Impersonal, Interpersonal, and Hyperpersonal Interaction[END_REF][START_REF] Hatfield | Mirror, Mirror: The Importance of Looks in Everyday Life (Suny Series, Sexual Behavior)[END_REF]. However, these features of internet communication tend to leave a lot unsaid, unspecified, and open to inference and interpretation. It is not surprising that "one's own desires and goals regarding the people with whom one interacts have been found to make a dramatic difference in the assumptions and attributions one makes within that informational void" 1 .

The above has triggered our research question whether these two worlds -(i) the anonymity and perceived sense of security when communicating using internet and mobile technologies, and (ii) the physical presence and nonverbal communication of physical world -could be coupled and benefit users when alone in public spaces. More specifically our aim is to find out whether mobile technologies can support the outreach to other people in the same physical space (and assist local rather than distant communication) by offering a level of privacy and anonymity when attempting to make the first contact. The privacy can be achieved by keeping the interaction within the digital domain and visible only between the instigator and receiver whilst allowing users to bring communication to the real world through nonverbal communication cues and face-to-face interactions, whereas the perceived anonymity comes from the nature of digital interactions commonly perceived as less personal when compared to face-to-face interactions.

Method

For the purpose of this exploratory study we have used technology probes [START_REF] Hutchinson | others: Technology probes: inspiring design for and with families[END_REF]. The study itself has been divided into two parts: (1) the use of probe in real life settings of a cafeteria which focused at understanding the needs and desires of users in a realworld setting and testing the technology, and (2) a focus group session aimed at understanding the needs and desires of users in a real-world setting and inspire users and researchers to think about alternative use cases and technologies. Participants: We have chosen to recruit students at our university for this exploratory study because students are regular visitors of cafeterias and are heavy users of mobile technologies. In return the students were offered a drink in the cafeteria. 18 participants (referred to as P1 to P18) from 4 different departments applied: mathematics, economics and finance, computer science and bioinformatics. Of these 5 were females and 13 males. The average age was 21. All have been using mobile technologies for 5 years or more. Participants have been randomly divided in two groups of 9 students to make focus groups more manageable.

1st PART. The probe are tablet computers placed on each of the cafeteria's tables. On a tablet screen, users see cafeteria map with tables layout as shown in Fig 1a. By selecting one of the available tables on the screen, users can invite visitor(s) sitting at that table to a range of activities (chat, collaborative games and sketching or selfy picture sharing). By default, all tables are in "available" mode and visitors can select the "invisible" mode or simply ignore the requests. The first part lasted for about half an hour in a cafeteria where participants had been having a drink and using the probe.

They have been sitting at the table either alone or in groups up to three (see Fig 1b).

2nd PART. The second part was carried out in a private room where a focus group session was conducted. The questions aimed at discussions about: (i) being alone in public spaces, (ii) technologies to assist people in engaging with strangers in public spaces, and (iii) other non-premeditated topics. The sessions have been filmed, videos transcribed and coded by two researchers. The main findings are presented in the following section.

Results and Discussion

In this section, we present results and observations from our study. We describe three main findings about: being alone, breaking the ice when making new friendships, and the probe built to support this process.

Being alone. participants do not like the idea of being alone in a public place (e.g. cafeteria). Being alone has been associated with negative feelings, stigmatised and labelled as non-conformant with social norms. The majority of participants eat lunch or drink coffee in various cafeteria around town, however, when they are alone they actively avoid such settings and satisfy their basic needs such as food, coffee and drink in alternative non cafeteria settings (e.g. buy a sandwich or drink from the shop or vending machine and sit on the bench or walk around). However, there were situations when participants do find themselves in public places by themselves. For example, when they are waiting for somebody in a cafeteria or practicing individualistic sport (e.g. running). In such situation they are trying to find something to do (browsing, crossword, observing the surrounding, reading a book, studying) not to broadcast to the surrounding that they are bored, lonely and unaccompanied. If someone looks busy it is harder for others to label them as such. Having said all the above, it is important to note that all participants were students in the age of quickly expanding social circle and being highly socially active [START_REF] Essex | Student privacy rights involving strip searches[END_REF].

Icebreaking communication.

Participants have all mentioned finding it stressful to initiate a conversation with a stranger. P5 remarked that "when starting a conversation, I fear I'll make a fool of myself." The majority have agreed that starting a conversation with a stranger is subjecting them to scrutiny; thus, they are trying to avoid it as observed in [START_REF] Hatfield | Mirror, Mirror: The Importance of Looks in Everyday Life (Suny Series, Sexual Behavior)[END_REF]. However, there are certain circumstances when this is not the case such as when asking for a little help or a small favour. For example, asking someone for time, directions, a chair in the cafeteria, bus timetables, or a lighter. Even if these conversation starters look similar they have a decisive property whether the conversation will last or die after a couple of sentences. If the conversation starter is established on participants' common ground (e.g. both are smokers) the conversation may last longer. However, participants stress out that the majority of such conversations finish after a couple of sentences are exchanged; which is when the stated conversation starting aim (getting help or a favour) is achieved. Even higher fear of rejection [START_REF] Premkumar | Are you being rejected or excluded? insights from neuroimaging studies using different rejection paradigms[END_REF] has been detected if a group of strangers is in question. P7 mentioned that joining a group of strangers, even if being invited, is risking of being ridiculed if saying something inappropriate. A constant theme coming up was not knowing strangers and their habits and thus not knowing what to talk about. One exception is team sports, which were mentioned by several participants. Joining a game played by strangers is not an issue since it does not expose one to communicate topics outside the scope of the game. As before, common ground facilitates collaboration and communication. Perhaps surprisingly, the participants would not join the same group if encountered in a different setting (e.g. cafeteria) even after playing a sport game with them.

Technology probe. Participants in particular liked the possibility of breaking the ice with the probe. It was seen as an initiator of new relationship between people in the same physical space in a similar fashion as this happens on SNS [START_REF] Bargh | The Internet and Social Life[END_REF]. Making a contact through technology does not feel so personal and even rejection (either rejecting or being rejected) is easier to handle. Rejecting others face-to-face is considered "insulting for person being rejected and uncomfortable for the person rejecting" (P7). This sense of anonymity behind digital interactions boosts one's confidence and makes playing games over the probe with a stranger (or a group of strangers) easier than playing physical board game even if both (all) are present in the same physical space. Immediate physical presence requires conversation which is not required by using the probe. Answering to invitations and inviting through the probe is thus not perceived as problematic and does not present a threat to one's' integrity. Nevertheless, participants missed the chat feature in games to be able to communicate. Communicating over the probe provided less chance to a make fool of oneself as users have more time thinking about what to type. Participants also enjoyed the scalability of playing options: table to table collaboration (between single players or groups of players at each table), single table collaboration (people at the same table collaborate and compete together against other tables), and all tables collaborate for a common goal (e.g. solving a quiz for a shared prize).

Another raised issue has been privacy. No technology that would require either personal information (login) or one's own device would be acceptable as it would require user's intervention to make their table available. Moreover, participants also mentioned that the additional step of making a table available through their own device or login would possibly categorize them as socially weak individuals. While dedicated devices all being available all the time would not highlight them in front of others in the cafeteria. Moreover, they mentioned that such technology would even encourage them visit such public physical spaces alone.

CONCLUSION

This paper presents an exploratory study into how the use of mobile technologies and internet could help users to initiate communication in public spaces. The main finding of the study is that even in public spaces where people are physically present technology provides a sense of anonymity and security, and can help people to break the ice in forming new friendships. However, technology should be provided and not require any user intervention for system setup. For the future work we plan to develop the probe into a fully functional product and deploy it into a cafeteria over a longer period of time to conduct a longitudinal study in real-life settings and conduct a survey and interviews with the willing participants.

Fig. 1 .

 1 Fig. 1. (a) The map of the cafeteria presented to users on the tablet screen allowing table selection with a screen tap. Tables are colour coded to indicate availability (available, invisible or busy). (b) Users sitting in the cafeteria and using the probe tablets marked by the red arrows.

[START_REF] Bargh | The Internet and Social Life[END_REF] p586


Parakum Pathirana

Aye Aye Khin

Adoption of Social Media for the Banking Sector in Sri Lanka

Keywords: social media, virtual worlds, financial sector, banking sector

Despite social media having a remarkable success in many parts of the world in different contexts such as promoting brands to changing state leaders, the adoption by the banking sector to provide financial services remains relatively low across many parts of the world.

Many banking customers are still reluctant to consume financial services via social media. In fact, how banks should adopt social media still remains unanswered, possibly due to the fluidity of social media compared to the rigidness of the banking sector. The aim of this paper is to devise a framework to better understand the determinants of social media adoption among the banking sector based on the Technology Acceptance Model (TAM).

Introduction

A new revolution has started, covering bricks and mortar to online retailers, schools to board rooms, and already shaken some governments in the making. This phenomenon is driven by revolutionizing the way we interact and is known as "Social Media". Armed with tools of Social media, people are taking communications and interactions to a whole new level.

The Social media has been widely adopted by many across the globe and it continues to grow until now. For example, Facebook (a widely used and very popular social media web site) in May 2013 exceeded 1.11 billion monthly active users, and daily active users passed 665 million [START_REF]Facebook Reports First Quarter 2013 Results[END_REF]. To put this number in perspective, if Facebook were a country, it would be the third largest in the world tailing behind China and India. In the near future businesses will not have a choice on whether to go for social media, but it's how well they go about doing it.

Traditionally, banks have been slow to adopt change; and their existence predominantly has been through physical branches. Financial industry has been a risk averse industry by nature, and coupled with tight regulations and compliance requirements the social media adoption has been low [START_REF] Cicero | Made in heaven or marriage from hell? Social media and the financial sector[END_REF]. However, the trends are changing and the financial services sector has realized that the technology platforms have improved thus providing better reliability and trust, and awareness among employees and employers have also increased and they have realized that there is a tremendous potential in social media for the financial sector if they get it right [START_REF] Hootsuite | How the Financial Industry is Adopting Social Media: An Interview With Dan Swift, LinkedIn's Director of Financial Services[END_REF].

Effectively, social media usage is of prime importance to the organizations today to stay competitive and stay relevant. This could be of special importance to the banking sector, as social media could be used to buy back the lost consumer confidence by making financial organizations more transparent [START_REF] Leadbeater | A Better kind of Banking[END_REF].

In 2014, one out of every five households had a computer in Sri Lanka [START_REF]Computer Literacy Statistics Sri Lanka[END_REF] and this is expected to increase with the government's plan of providing access to the Internet for every citizen [START_REF] Icta | Government ready to offer more 'free Wi-Fi' to its citizens[END_REF]. The change of government on January 8th 2015 has been cited as a revolutionary event partly sensitized by the social media at work by some quarters [START_REF] Gunawardene | Was #PresPollSL 2015 Sri Lanka's first Cyber Election?[END_REF] opening up a window to look for the potential expanding status of digital social media revolution in Sri Lanka. In the area of financing economic growth, however, the contribution of the social media is not a widely researched subject. Over 20% of population lack financial inclusion despite the recorded sound growth of the banking and finance industry due to the conducive business environment that prevails at present according to a leading commercial Bank [START_REF]Over 20 percent of population lack financial inclusion[END_REF]. The domestic savings rate is still at 20% [START_REF] Cbsl | AND SOCIAL STATISTICS OF SRI LANKA[END_REF] leaving a wide domestic savings gap in the path to reaching and maintaining an 8% economic growth [START_REF] Sanderatne | Foreign direct investment essential for growth[END_REF]. The Asian Development Bank has drawn attention of the policy makers to focus on innovation and the needs for a knowledge economy at the threshold of gaining upper middle income country status [START_REF]Sri Lanka's Growth to Dip in 2015, Rebound in 2016. Asian Development Bank[END_REF].

2

Literature Review

Economic Theory

During 1950, Milton Friedman advocated free markets over government regulation denouncing Keynesian approach. Influenced by early free market thinkers such as Friedrich von Hayek, Milton Friedman argued that the governments should stay away from individuals' affairs, and that the markets can solve economic problems much more efficiently than governments can, giving rise to the "Chicago School of Economics" -a concept of free market capitalism [START_REF] Ip | How Milton Friedman Changed Economics, Policy and Markets[END_REF]. Friedrich von Hayek believed that the free markets and the political liberty were heavily coupled with each other making it indisassociable [START_REF]Friedrich von Hayek[END_REF]. Free market thinkers such as Friedman and Von Hayeks' thinking paved the way to the privatization and deregulation.

John Maynard Keynes proposed that if investments exceed savings, there will be inflation. If savings exceeds Investment there will be a recession. One implication of this is that, in the midst of an economic depression, the correct course of action should be to encourage spending and discourage saving. Keynes was of the opinion that intervention by policymakers (the government) could make things better, whereas Hayek was of the opinion that the policymakers (the government) would only make things worse [START_REF] Flanders | Masters of Money: Friedrich Hayek[END_REF]. New economic theories also include knowledge as a key in production functions due to productivity enhancements introduced by investments in knowledge.

This results in increased labour and investment productivity [START_REF] Griliches | Issues in Assessing the Contribution of Research and Development to Productivity Growth[END_REF]. Nonaka & Tayama [START_REF] Nonaka | A conceptual Framework for the continous and selftranscending Process of Knowledge Creation[END_REF] has highlighted the importance of information in knowledge based economies and how those economies are leveraging on new information for their competitive advantage. The entire world is moving towards a knowledge based society where individuals are linked using technology platforms, firms and countries are linked digitally and having common businesses [START_REF] Oshikoya | Information Technology and the Challenge of Economic Development in Africa, African Development Bank[END_REF]. This makes it vital for modern organizations to create new knowledge to initiate the innovation process [START_REF] Nonaka | The knowledge-creating company. How Japanese companies create the dynamics of innovation[END_REF].

Modernization Theory

Modernization theory is used to explain how the societies progress from "traditional" to "modern" societies. It is believed that traditional societies can be developed in the same manner as modern societies with the process of social evolution by adopting modern practices. The theory is believed to be emerged during 1950s as an explanation of how the industrial societies of North America and Western Europe were developed [START_REF] Wolfgang | Modernization Theory -and the Non-Western World, WZB Discussion Paper[END_REF].

Modernity is indicated by attributes such as development of an industrial advanced sector, the breakdown of peasant economies, the spread of wage labour, urbanization, the pace of economic development, the capacity of countries to generate savings, and the emergence of more open and democratic forms of rule [START_REF] López-Alves | Modernization Theory Revisited: Latin America, Europe, and the U[END_REF]. Traditional society is perceived as stagnant and static, where society's values are mostly spiritual without focusing much on the individual betterment [START_REF] Isbister | Promises not kept: The betrayal of social change in the world (6th edition)[END_REF]. Isbister [START_REF] Isbister | Promises not kept: The betrayal of social change in the world (6th edition)[END_REF] describes the modernization theory as the prevailing principal of social scientists in developed countries to understand the origins of underdevelopment and poverty in developing countries. He argues that the persistence of poverty is the result of policies implemented and decisions taken by world leaders in developing and industrialized countries. However, Isbister does not believe that rich nations are directly responsible for the predicament of the poor; however it's due to absence of democratic institutions, lack of capitol, old-fashioned technology and lack of ingenuity. Isbister also explains the positives of the traditional life such as more reliance on family, having no estrangement or alienation. However, he states that there is no or little progress from an economic point of view. He also points out that world's poor countries could be successful in this transformation by learning from mistakes made by European countries and by getting assistance from rich countries in terms of modern technology, capitol, etc. In summary, Isbister argues that for development to occur what is needed is better policies and planning, new technology, more capitol; not revolutionary changes in political or economic relationships.

A study published by World Bank [START_REF] Lall | Sri Lanka: Reshaping Economic Geography -Connecting People to Prosperity[END_REF] highlights how the economic growth is restricted to certain geographic areas in Sri Lanka. In order to bridge this gap, it is necessary to build the necessary infrastructure (such as roads, railways, airports) and also the Information Communication Technology [START_REF] Sarvanathan | Envisioning beyond economic growth and per capita income[END_REF]. There is also number of research [START_REF] Bengoa | Foreign direct investment, economic freedom and growth: new evidence from Latin America[END_REF][START_REF] Berggren | The benefits of Economic Freedom, a survey[END_REF] suggesting the positive correlation between economic freedom and economic growth. Further, it is argued that developed and successful economies have better technologies and they are better prepared to use them for competitive advantage [START_REF] Avgerou | The link between ICT and Economic growth in the discourse of development[END_REF].

Diffusion of Innovation Model

The process of adopting new technologies and innovations has been studied for number of years under various disciplines such as political science, communications, economics, history, technology and education [START_REF] Dooley | Towards a holistic model for the diffusion of educational technologies: An integrative review of educational innovation studies[END_REF][START_REF] Rogers | Diffusion of Innovations[END_REF].

Rogers [START_REF] Rogers | Diffusion of Innovations[END_REF] used "technology" and "innovation" as synonyms in his book titled Diffusion of Innovations. While explaining the model Rogers [START_REF] Rogers | Diffusion of Innovations[END_REF] describes technology as a "design for instrumental action that reduces the uncertainty in the causeeffect relationships involved in achieving a desired outcome". He [START_REF] Rogers | Diffusion of Innovations[END_REF] defines diffusion as the process in which innovations are communicated over certain communication channels among a social system. The diffusion itself is about a new idea which carries certain degree of uncertainty.

With the growth of the Internet and other new communication media such as social media many researchers have carried out diffusion studies on new communications technologies [START_REF] Lin | Online-Service Adoption Likelihood[END_REF][START_REF] Lin | Audience Attributes, Media Supplementation, and Likely Online Service Adoption[END_REF][START_REF] Leung | Who Are the Mobile Phone Have-Nots? Influences and Consequences[END_REF][START_REF] Leung | More than Just Talk on the Move: Uses and Gratifications of the Cellular Phone[END_REF][START_REF] Lievrouw | Determination and Contingency in New Media Development: Diffusion of Innovations and Social Shaping of Technology Perspectives[END_REF]. In summary, diffusion of an innovation is achieved by how well a social system accepts and begin to adopt the new technology and Rogers [START_REF] Rogers | Diffusion of Innovations[END_REF] argues that consumers' adoption of new technology depends on consumers expected loss or gain by using the new technology.

Technology Acceptance Model

Technology Acceptance Model (TAM) is a variation of Theory Reasoned Action (TRA) specifically crafted for modelling user acceptance model for information systems [START_REF] Davis | User Acceptance of Computer Technology: A Comparison of Two Theoretical models[END_REF] as shown in figure 1.

Technology acceptance model can be employed for both predictions on whether an information system will be acceptable or not with an explanation [START_REF] Davis | User Acceptance of Computer Technology: A Comparison of Two Theoretical models[END_REF]. As illustrated in the figure 1, three major constructs in TAM are Perceived Usefulness (PU), Perceived Ease of Use (PEoU) and Attitude toward using (ATU). Perceived usefulness is defined as the degree to which an individual considers that using a specific technology will enhance his or her job performance and perceived ease of use is the degree to which a person has confidence in the fact that using a particular technology will be free of effort [START_REF] Davis | User Acceptance of Computer Technology: A Comparison of Two Theoretical models[END_REF] while Attitude towards using is defined as a user's perception about the system's usefulness and ease of use result in behavioural intention to use the system or not to use the system [START_REF] Davis | User Acceptance of Computer Technology: A Comparison of Two Theoretical models[END_REF]. Therefore, the TAM can also be used to gain insights into what motivates users to adopt social media.

As discussed in section 2.1, 2.2 and 2.3 there are number of theoretical models available to understand what motivates individuals to adopt social media. Among these, it appears that TAM is the most frequently employed theoretical framework to model new information system's acceptance [START_REF] Davis | User Acceptance of Computer Technology: A Comparison of Two Theoretical models[END_REF][START_REF] Davis | User acceptance of information technology: system characteristics, user perceptions and behavioral impacts[END_REF][START_REF] Davis | A critical assessment of potential measurement biases in the technology acceptance model: three experiments[END_REF].

Introduction
The proposed framework is mainly based on the Technology Acceptance Model (TAM).

Perceived Risk of Social Media

Perceived risk refers to the nature and amount of risks perceived by the consumer while contemplating a specific purchase decision. Prior to purchasing the product, the consumer considers both anticipated and perceived risks [START_REF] Mohammad | An analysis of factors affecting on online shopping behavior of consumers[END_REF]. If the perceived risk is high, the consumer may not proceed with the social media based product procurement and may switch back to a traditional mode of purchase. However, if the perceived risk is low, the social media based product purchase decision may increase. Perceived risks mainly arise due to failures in supporting technology infrastructure or due to human error. Mostly citied risks in online platforms includes "is my credit card information safe?", "is the product quality is same as what I see on the screen?", "will I understand how to order and return the merchandise if the need arises", "what if the product is not delivered?" [START_REF] Mohammad | An analysis of factors affecting on online shopping behavior of consumers[END_REF].

Yates and Stone [START_REF] Yates | The risk construct[END_REF] defined the concept of risk using three elements: the potential loss, the significance of the loss and the uncertainty of the loss. Hausmann and Williams [START_REF] Hausmann | Categorising Social Media Business Risks[END_REF] have identified 30 risks types categorised under 5 headings (including technical, human, content, compliance and reputational) of risks arising from companies are experiencing from the business use of social media. Wamba [START_REF] Wamba | Perceived usefulness, ease of use and risk in Social Media Adoption within Workspace: An Empirical Study Integrating Assessment of Unobserved Heterogeneity in PLS Path Modeling[END_REF] suggests that perceived risk of social media will have a negative effect on the intention to use social media: H1: There is a relationship between Perceived Risk (PR) and Attitude Towards Using Social Media (ATUSM)

Perceived Cost of Social Media

Perceived cost is defined as the extent to which a person believes that using social media will cost money. Majority of the social media platforms available today including Facebook, YouTube and Twitter are free to use. However, there are certain specific social media platforms (e.g. LinkedIn Premium) which charges for certain value added services.

Many studies [START_REF] Barnes | Mobile banking: Concept and potential[END_REF][START_REF] Lee | Using ZMET to explore barriers to the adoption of 3G mobile banking services[END_REF][START_REF] Suoranta | Adoption of mobile banking in Finland, Jyva skyla ̈ Studies in Business and Economics[END_REF][START_REF] Brown | Cell phone banking: predictors of adoption in South Africa -an exploratory study[END_REF][START_REF] Luarn | Toward an understanding of the behavioral intention to use mobile banking[END_REF] have been conducted across the world highlighting how the cost is influencing the adoption of new technology by the consumer. A research done in Taiwan [START_REF] Tung | An extension of financial cost, information quality and IDT for exploring consumer behavioral intentions to use the internet banking[END_REF] highlights that financial cost has a great negative effect upon the behavioural intention to use Internet Banking. Koenig -Lewis et al. [START_REF] Koening-Lewis | Predicting young consumers' take up of mobile banking services[END_REF] in their research has proven that people perceive Internet banking to be a cheaper channel for using banking services compared to other channels. H2: There is a relationship between Perceived Cost (PC) and Attitude Towards Using Social Media (ATUSM)

Perceived Advantage of Social Media

Perceived advantage is defined as the degree to which an innovation is perceived better than the ideas it supersedes [START_REF] Rogers | Diffusion of Innovations[END_REF]. Singh et al [START_REF] Singh | Customer acceptance of mobile banking: A conceptual framework[END_REF] discovered that the time critical consumers consider the always on functionality is the most essential feature that attracts them to use mobile banking. This could be of special importance here as the consumers who are using social media are always logged on to the particular platform, compared to a mobile banking application where a consumer may log-in only when required. H3: There is a relationship between Perceived Advantage (PA) and Attitude Towards Using Social Media (ATUSM)

Perceived Ease of Use and Perceived usefulness of Social Media

Perceived ease of use is defined as the degree to which a person has confidence in the fact that using a particular technology will be free of effort and Perceived usefulness is defined as the degree to which an individual considers that using a specific technology will enhance his or her job performance [START_REF] Davis | User Acceptance of Computer Technology: A Comparison of Two Theoretical models[END_REF]. A research conducted among University students in the United States has revealed that higher perceived ease of use leads to higher perceived usefulness and ultimately greater intensity of use of the social networking media. A research done among 2556 social media users from their workspaces covering Australia, UK, Canada, India and US in January 2013, has revealed that perceived usefulness and Perceived ease of use has a positive effect on the intention to use social media [START_REF] Wamba | Perceived usefulness, ease of use and risk in Social Media Adoption within Workspace: An Empirical Study Integrating Assessment of Unobserved Heterogeneity in PLS Path Modeling[END_REF]. H4: There is relationship between Perceived Ease of Use (PEOU) and Attitude Towards Using Social Media (ATUSM) H5: There is relationship between Perceived Usefulness (PU) and Attitude Towards Using Social Media (ATUSM)

Attitude towards using social media and social media adoption

Attitude towards using is defined as a user's perception about the system's usefulness and ease of use result in behavioural intention to use the system or not to use the system [START_REF] Davis | User Acceptance of Computer Technology: A Comparison of Two Theoretical models[END_REF]. Sri Lanka has a fixed phone tele-density of 14 compared to over 100 for mobile tele-density [START_REF]Statistical Overview[END_REF]. This disparity may be due to many reasons such as increased functionality, productivity improvements and entertainment value. research done in Republic of South Africa covering mobile banking applications reveals that consumer attitude has a significant relationship in adoption of the new technology [START_REF] Balabanoff | Mobile banking applications: Consumer behaviour, acceptance and adoption strategies in Johannesburg, South Africa (RSA)[END_REF].

H6: There is a relationship between Attitude Towards Using Social Media (ATUSM) and Social Media Adoption (SMA)

Demographic characteristics: Knowledge and Age

Demographic characteristics have been used by researchers to further explain how consumer's age and knowledge contributes to the adoption of new technologies. Grabner-and Breitenecker [START_REF] Grabner-Kräuter | Factors influencing online banking adoption: evidence from the Austrian market[END_REF] revealed that on average online banking users are younger and have a higher educational level.

H7: There is a relationship between Knowledge (K) and Social Media Adoption (SMA) H8: There is a relationship between Age (A) and Social Media Adoption (SMA) Based on the previous research carried out by scholars, a conceptual framework was developed as depicted in figure 2.

Methodology

The proposed research is of quantitative. The questionnaire will be formulated based on the existing literature and existing survey instruments. The questionnaire will contain domains covering Perceived Risk [START_REF] Davis | User Acceptance of Computer Technology: A Comparison of Two Theoretical models[END_REF][START_REF] Hausmann | Categorising Social Media Business Risks[END_REF], Perceived Cost [START_REF] Rogers | Diffusion of Innovations[END_REF], [START_REF] Lee | Using ZMET to explore barriers to the adoption of 3G mobile banking services[END_REF], Perceived Advantage [START_REF] Rogers | Diffusion of Innovations[END_REF], [START_REF] Davis | User acceptance of information technology: system characteristics, user perceptions and behavioral impacts[END_REF], Perceived Ease of Use [START_REF] Davis | User Acceptance of Computer Technology: A Comparison of Two Theoretical models[END_REF], [START_REF] Wamba | Perceived usefulness, ease of use and risk in Social Media Adoption within Workspace: An Empirical Study Integrating Assessment of Unobserved Heterogeneity in PLS Path Modeling[END_REF], Perceived Usefulness [START_REF] Wamba | Perceived usefulness, ease of use and risk in Social Media Adoption within Workspace: An Empirical Study Integrating Assessment of Unobserved Heterogeneity in PLS Path Modeling[END_REF], Behavioural Intention to use Social Media [START_REF] Lin | Online-Service Adoption Likelihood[END_REF][START_REF] Lin | Audience Attributes, Media Supplementation, and Likely Online Service Adoption[END_REF], [36,], Social Media Usage [START_REF] Davis | User Acceptance of Computer Technology: A Comparison of Two Theoretical models[END_REF][START_REF] Davis | User acceptance of information technology: system characteristics, user perceptions and behavioral impacts[END_REF][START_REF] Davis | A critical assessment of potential measurement biases in the technology acceptance model: three experiments[END_REF], [START_REF] Suoranta | Adoption of mobile banking in Finland, Jyva skyla ̈ Studies in Business and Economics[END_REF] and demographic information. Once the research questionnaire is finalized, it will be pilot tested to ascertain whether the constructs fulfil both validity and reliability requirements. This is basically a hypothesis testing study, and hypothesis will be tested using SPSS. The population of the study is the people who are already using social media and who are keen on using social media for consuming banking services. The sample for the study will be selected on a random basis.

Discussion

Social media adoption among the banking sector remains a relatively new concept in Sri Lanka with limited studies about the topic in the local context [START_REF] Thajudeen | Insights into Social Media on Brand Finance Top 100 Brands in Sri Lanka[END_REF]. Most social related research has been conducted in western countries, thus overlooking the mediating effects on the intention to adopt new technologies. However, with the Sri Lankan government's new initiative titled "Internet Connectivity, a citizen's right" it is expected to cover the Sri Lanka with 1000 free Wi-Fi access points by June 2015 [START_REF] Icta | Government ready to offer more 'free Wi-Fi' to its citizens[END_REF]. This will no doubt increase the social media users, and banks will have to innovate to stay relevant and competitive. This research will identify the causal factors affecting the consumer adoption of social media for banking services while, analysing the impact of attitude towards using social media and social media usage. Further, the research will also look at whether Knowledge and Age plays a mediating role among attitude towards using social media and social media adoption. Knowing these causal factors, banks can introduce different features in to their software or could launch awareness campaigns to address other consumer concerns such as privacy and information security to attract more consumers to banks social media platform.

The of this study will provide an insight into knowledge, age of the consumers and their expectations. This will help Sri Lankan banks in adopting social media to prioritize their projects. Further, banks can use findings from this research to fine tune their marketing strategies. Thus, this research will contribute to country's economic growth.

6

Expected benefits

Bankers should look beyond the economic growth and consider on the future customer base as well [START_REF] Wijewardena | Beyond Growth: Modernisation of Banks is imperative[END_REF]. The future customer base entails two segments, namely the augmented middle class (resulting due to the economic growth) and the "Generation Y" or millennials. The generation of people who were born after the 1980s and the early 1990s are known as Generation Y (or Gen Y) or millennials [START_REF] Gibson | Definition of Generation Y[END_REF]. People from generation Y are harder to satisfy and much closer to the Technology, Internet and Social Media [START_REF] Pewresearchcentre | Millennials A Portrait of Generation Next[END_REF].

Deloitte [START_REF]Catalysts for Change, The Implications of Gen Y Consumers for Banks[END_REF] refers to Gen Y as 'catalysts of change', and KPMG [START_REF] Kpmg | Beyond the baby boomers: The rise of Generation Y, Opportunities and challenges for the funds management industry[END_REF] predicts that they will be tomorrow's accumulators of wealth and Aite [START_REF] Aite | Engaging Gen Y: Cultivating a New Generation of Banking Customers[END_REF] has termed them as the generation that banks cannot afford to ignore. According to a survey done by Oracle Financial Services [START_REF]Are Banks Ready for the Next Generation Customer?[END_REF] "They (Gen Y) are a sociable generation and their interest in building and maintaining relationships is shown in how they blog, text-message, upload photos and videos, tweet about their activities, post their thoughts and opinions and look for updates on recent developments." Sri Lanka has approximately 3.5 million Gen Y's (16.66% of the population) who are technological savvy, wanting to be seen as modern and trendy, better educated in comparison to others and far more optimistic, while also focus on savings for their future needs [START_REF] Lmd | Year 2013 in Review[END_REF]. In contrast, global Gen Y believes in "spending now and saving later" [START_REF]Are Banks Ready for the Next Generation Customer?[END_REF]. In contrast, a survey done by KPMG [START_REF] Kpmg | Frontiers in Finance for decision makers in financial services[END_REF] revealed that 57 percent of the Gen-Y population spends half their salaries on social purchases like holidays and technology, while 52% of respondents claim that they don't actively save salary each month. Further, 67% primary source of financial information is web, while 46% trust the news from the web most -equal to the trust they have on their family members [START_REF] Kpmg | Frontiers in Finance for decision makers in financial services[END_REF].

In order to serve the Gen Y effectively and efficiently, banks need to modernize themselves by adopting appropriate technology or perish [START_REF] Wijewardena | Beyond Growth: Modernisation of Banks is imperative[END_REF]. Both the financial sector and social media represents mutually supportive forces which could be harnessed for mutually supportive outcomes.

Fig. 1 .

 1 Fig. 1. Technology Acceptance Model[START_REF] Davis | User Acceptance of Computer Technology: A Comparison of Two Theoretical models[END_REF]

Fig. 2 .

 2 Fig. 2. Conceptual Framework

Conceptual Framework

3.1