Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/168515
Authors: 
Li, Shu-Chu Sarrina
Chen, Yen-Shen
Year of Publication: 
2017
Series/Report no.: 
14th International Telecommunications Society (ITS) Asia-Pacific Regional Conference: "Mapping ICT into Transformation for the Next Information Society", Kyoto, Japan, 24-27 June, 2017
Abstract: 
This study adopted Rogers’ diffusion of innovation model to investigate the adoption of three social media with high penetration in Taiwan—Facebook, Line, and email. Special attention was paid to identifying the factors that differentiated the non-adopters (who did not adopt any of the three social media) from the all-adopters (who adopted all three social media), the partial-adopters (who adopted two social media), and the minimum-adopters (who adopted only one social medium). Two methods were adopted; one was to conduct 20 intensive interviews and the other was to administer a nationwide telephone survey with 1042 valid questionnaires. Two conclusions were obtained: (1) The characteristics of the non-adopters were congruent with those of the laggards in Rogers’ model, demonstrating that the non-adopters were less educated, less affluent, older, and used mass media less frequently than the other types of adopters; (2) the lifestyles of the non-adopters differed greatly from those of all-adopters, partial-adopters, and minimum-adopters.
Subjects: 
Facebook
Line
email
Rogers’ diffusion of innovation model
non-adopters
lifestyle
Document Type: 
Conference Paper

Files in This Item:
File
Size





Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.