1. Tai-Quan Peng, Jonathan J. H. Zhu Department of Media and Communication City University of Hong Kong

7. * p < .05; ** p < .01; *** p < .001 Overall Test (F ratio for Wilks's λ) TV Radio Newspaper Chatting with Family Members Playing/Exercising with FM Shopping with FM Internet Adoption (0 = Nonuser) 4.08 19.75 ** 2.99 6.67 * 10.78 * -0.20 * 0.04 Age 19.32 -0.19 1.05 *** 0.65 *** -0.13 0.00 0.00 * Gender (0 = Male) 5.53 14.29 ** -8.40 -7.77 *** 3.96 0.04 0.07 Family Income 3.21 -2.72 ** -2.23 -0.06 0.57 0.03 0.03 ** Education Level 14.07 -14.50 *** -7.83 ** 3.54 *** -1.90 -0.10 ** -0.07 ** Survey Year 1.78 3.36 -2.58 -0.04 -3.87 0.07 0.07 * R 2 0.07 0.033 0.065 0.003 0.005 0.009

11. * p < .05; ** p < .01; *** p < .001 Explanatory Variables Sophistication of Internet Usage Use of Traditional Media Sociability Age -0.41 *** 0.37 *** 0.07 Gender -0.25 *** 0.005 0.10 ** Education 0.47 *** -0.22 *** -0.21 *** Family Income 0.07 *** -0.20 *** 0.14 *** SIU N.A. -0.13 -0.05 Use of Traditional Media Sociability Sophistication of Internet Usage UTM 1.00 SOC 0.22 * 1.00 SIU -0.22 ** -0.17 *** 1.00

12. † p < .10; * p < .05; ** p < .01; *** p < .001 Parameters Short adoption history group Long adoption history group Δχ 2 (Δdf = 1) β UTM , SIU 0.09 = -2.41 1.21 β SOC,SIU -0.47 = 0.27 0.05 α UMT 0 = 1.48 0.38 α SOC 0 > -6.50 3.17 † α SIU 0 < 1.01 *** 62.75 *** Strength-Level Comparison Mean-Level Comparison

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