Understanding internet adoption as telecommunications behavior
- 1 September 1998
- journal article
- research article
- Published by Taylor & Francis in Journal of Broadcasting & Electronic Media
- Vol. 42 (4) , 475-490
- https://doi.org/10.1080/08838159809364463
Abstract
The present study profiles Internet adopters in terms of social locators, media use habits, and their orientation toward adopting new technologies. Findings, in terms of demographics and technology uses, offer some support for the early adopter profiles derived from diffusion theory. Although results fail to confirm our expectation that attitudinal variables of those served by online technology are more explanatory than demographics, we were able to identify technology and media use orientations that differentiate those with and without Internet access.Keywords
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