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    題名: Factors affecting the adoption of Social Network Sites: Examining four adopter categories of Singapore’s working adults
    作者: 林翠絹
    Lin, Trisha T.C.
    Chiu, Vicki C.H.
    Lim, Wendy
    貢獻者: 傳播學院
    關鍵詞: computer-mediated communication;ICT;survey;Singapore;Internet
    日期: 2011-06
    上傳時間: 2018-06-12 15:29:46 (UTC+8)
    摘要: Adapted from Chang et al.'s (2006) models, this study examines factors that influence adoption and non-adoption of social network sites (SNS) in adopters (Continuers, Discontinuers) and non-adopters (Potentials, Resistors). Chi-square and t-test were used to analyze the survey data of Singapore's working adults and Internet users (N =222). The findings reveal innovation characteristics (relative advantage, compatibility, complexity) and perceived popularity differ significantly in three pairs of adopter categories. Results show Continuers and Potentials are concerned more about image than Discontinuers and Resistors, while technology cluster differs between adopter vs. non-adopter and Continuers vs. Discontinuers. Moreover, the study suggests younger people tend to adopt SNSs, females continue to use SNSs more, and potential SNS users are more innovative. Lastly, a regression model to forecast the adoption of SNSs is proposed in which age, compatibility, technology cluster, and perceived popularity are predictors.
    關聯: Asian Journal of Communication, Vol.21, No.3, pp.221-242
    資料類型: article
    DOI 連結: http://dx.doi.org/10.1080/01292986.2011.559256
    DOI: 10.1080/01292986.2011.559256
    顯示於類別:[廣播電視學系] 期刊論文

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