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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

机译:社交媒体的非采用者:与所有采用者,部分采用者和最小采用者比较他们的生活方式,感知创新属性和社会人口学属性

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摘要

This study adopted Rogersu2019 diffusion of innovation model to investigate the adoption of three social media with high penetration in Taiwanu2014Facebook, 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 Rogersu2019 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.
机译:这项研究采用了罗杰斯(Rogers)的创新传播模型来调查台湾,亚马逊和电子邮件中三种具有较高渗透率的社交媒体的采用情况。特别注意确定将非采用者(未采用三种社交媒体中的任何一种)与全部采用者(采用三种社交媒体中的任何一种),部分采用者(采用两种社交媒体的中性)区别开的因素。 )和最低采用者(仅采用一种社交媒体)。采用了两种方法;一种是进行20次密集访谈,另一种是使用1042份有效问卷进行全国性电话调查。获得了两个结论:(1)非采用者的特征与Rogers u2019模型中落后者的特征一致,表明非采用者的受教育程度较低,富裕程度较高,使用时间较长且使用大众媒体的频率低于其他类型的采用者; (2)非采用者的生活方式与全采用者,部分采用者和最低采用者的生活方式差异很大。

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