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Non-adopters of Social Media: Comparing their Lifestyles, Perceived Innovation Attributes, and Sociodemographic Attributes with All-adopters, Partial-adopters, and Minimum-adopters

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  • Li, Shu-Chu Sarrina
  • Chen, Yen-Shen

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.

Suggested Citation

  • Li, Shu-Chu Sarrina & Chen, Yen-Shen, 2017. "Non-adopters of Social Media: Comparing their Lifestyles, Perceived Innovation Attributes, and Sociodemographic Attributes with All-adopters, Partial-adopters, and Minimum-adopters," 14th ITS Asia-Pacific Regional Conference, Kyoto 2017: Mapping ICT into Transformation for the Next Information Society 168515, International Telecommunications Society (ITS).
    • Handle: RePEc:zbw:itsp17:168515
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    File URL: https://www.econstor.eu/bitstream/10419/168515/1/Li-ChenuiShu-Chu-Sarrina-Li-Yen-Shen-Chenuj.pdf
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    References listed on IDEAS

    as
    1. David Atkin & Kim Neuendorf & Leo Jeffres & Paul Skalski, 2003. "Predictors of Audience Interest in Adopting Digital Television," Journal of Media Economics, Taylor & Francis Journals, vol. 16(3), pages 159-173.
    2. Leung, Louis, 1998. "Lifestyles and the use of new media technology in urban China," Telecommunications Policy, Elsevier, vol. 22(9), pages 781-790, October.
    3. Michel Dupagne & Paul Driscoll, 2010. "Comparison Between Early High-Definition Television Owners and Non-Owners," Journal of Media Economics, Taylor & Francis Journals, vol. 23(4), pages 216-230.
    Full references (including those not matched with items on IDEAS)

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    Keywords

    Facebook; Line; email; Rogers’ diffusion of innovation model; non-adopters; lifestyle;
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