Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/168515 
Year of Publication: 
2017
Series/Report no.: 
14th Asia-Pacific Regional Conference of the International Telecommunications Society (ITS): "Mapping ICT into Transformation for the Next Information Society", Kyoto, Japan, 24th-27th June, 2017
Publisher: 
International Telecommunications Society (ITS), Calgary
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

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