Motivating immersive BIM uptake through user attitude: analysis of initial solution using design science approach

Purpose: Beyond a mandated use, rationales behind executive choice to accept or reject building information modelling (BIM) are ambiguous. BIM acceptance is complex for organisations, and existing decision-making models are impractical to make realistic choices. A practical solution must assist a holistic reflection of internal and external BIM success factors. Nevertheless, extant literature is largely focused on software use and awareness. Thus, this paper aims to suggest a novel framework for assessing firm readiness, aimed at facilitating BIM uptake. 

Design/methodology/approach: Extant explanatory studies are inadequate in assessing the soft nature of BIM uptake. Thus, a design science research was employed as an alternative methodology. A means-end analysis was utilised for solution incubation, and cross-disciplinary reasoning, the strategy to establish valid solutions on firm readiness. Previous studies were reviewed on BIM, technology acceptance (generally) and complexity. 

Findings: “Technology attitude” is presented as involving more holistic variables than a simplistic reliance on software use to mirror BIM acceptance. Technology acceptance model (TAM) is appropriate to explain BIM attitude attributes, but its current use is sub-optimal. Selective information processing and unconscious thought theory were integrated into TAM to explain attitude formation from multiple perspectives, resulting in a novel BIM attitude scale (BIMAS). Upon verification, the proposed framework will facilitate an objective authentication of biases that associate with BIM acceptance. 

Originality/value: Whilst BIM readiness is assessed largely with a primary focus on theory building, practical relevance must be at the forefront of BIM development. This study articulates that design science research can enhance the practical relevance of BIM adoption models. BIM acceptance attitude must be assessed through a verified scale contrary to the assessment of self-biases of executives in literature. BIMAS suggests a testable solution for this. Theory building research must be the future focus to enhance the relevance of this initial solution.