Electronic newspaper and its adopters: examining the factors influencing the adoption of electronic newspapers in Taiwan

摘要

This study used Rogers' diffusion of innovation model to examine the factors that influence the adoption of electronic newspapers in Taiwan. Four factors were identified from the literature review as having significant effects on the adoption of electronic newspapers, and the four factors are technology ownership, innovativeness, demographic composition, and mass media use. A telephone survey with a probability sampling was conducted to collect data for this study. This study obtained 1006 valid respondents, among which 311 (31%) were adopters, 431 (43%) likely adopters, and the remaining 263 non-adopters. The data analysis shows that the four sets of variables explained approximately 30% of the adoption behavior, indicating that these variables were good predictors for the adoption behavior. More detailed findings were presented in the paper.