Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Diffusion Theory in an Internet Environment:Diffusion Theory in an Internet Environment:
Testing Four Key ComponentsTestin...
Everett M. Rogers
1931-2004
Dear Sonia:
More innovative individuals
ought to have greater
exposure to newspapers
and other...
Diffusion Theory in the Internet EnvironmentDiffusion Theory in the Internet Environment
• Hard to define a social system
...
Four Key Components in Diffusion TheoryFour Key Components in Diffusion Theory
• Adopter CategoriesAdopter Categories::
in...
Adopter CategoriesAdopter Categories
0%
10%
20%
30%
40%
50%
Rogers' Categories 2.5% 13.5% 34% 34% 16%
College Adopters 3% ...
Hypotheses & Research QuestionHypotheses & Research Question
H1: Earlier adopters of Internet news are more
likely than la...
MethodologyMethodology
• Web-based survey: 842 college students
• Questionnaire: 56 questions on public affairs,
media use...
Are earlier adopters read more onlineAre earlier adopters read more online
news?news?
0%
10%
20%
30%
40%
50%
60%
70%
80%
9...
Are earlier adopters get more news in differentAre earlier adopters get more news in different
channels?channels?
Innovato...
Are earlier adopters cosmopolitan?Are earlier adopters cosmopolitan?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Innovators Ear...
Are earlier adopters men or women?Are earlier adopters men or women?
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Innovators ...
Internet News
Adoption
Internet News
Reading
Gender
Gender as an antecedent variable
P<.001 P<.001
P<.001
ResultsResults
• College innovators and early adopters of Internet
news were cosmopolitan males who read online
news and w...
ContributionsContributions
• Matched Rogers’ adopter categories with college
students’ Internet news adoption.
• Construct...
Upcoming SlideShare
Loading in …5
×

Huang

ISOJ 2005

  • Login to see the comments

  • Be the first to like this

Huang

  1. 1. Diffusion Theory in an Internet Environment:Diffusion Theory in an Internet Environment: Testing Four Key ComponentsTesting Four Key Components byby J. Sonia HuangJ. Sonia Huang School of JournalismSchool of Journalism University of Texas at AustinUniversity of Texas at Austin
  2. 2. Everett M. Rogers 1931-2004 Dear Sonia: More innovative individuals ought to have greater exposure to newspapers and other news. Your study sounds very interesting. Cordially, Ev Rogers Tuesday, March 02, 2004 2:50 PM
  3. 3. Diffusion Theory in the Internet EnvironmentDiffusion Theory in the Internet Environment • Hard to define a social system “The Internet might be changing the role of spatial distance in who talks to whom about a new idea.” • Internet communication as both mass and interpersonal communication “The Internet allows people to reach many people in a one to many process, but e-mail messages are like interpersonal communication.” •~ Everett M. Rogers, 2003~
  4. 4. Four Key Components in Diffusion TheoryFour Key Components in Diffusion Theory • Adopter CategoriesAdopter Categories:: innovators, early adopters, early majority,innovators, early adopters, early majority, late majority, and laggardslate majority, and laggards • Mass Communication Channels:Mass Communication Channels: newspapers, network news, local news,newspapers, network news, local news, cable news, and online newscable news, and online news • Cosmopolitan Experience:Cosmopolitan Experience: access non-US sources, communicate withaccess non-US sources, communicate with people outside of US, and travel to manypeople outside of US, and travel to many countriescountries • Gender:Gender: Is the Internet gendered?Is the Internet gendered?
  5. 5. Adopter CategoriesAdopter Categories 0% 10% 20% 30% 40% 50% Rogers' Categories 2.5% 13.5% 34% 34% 16% College Adopters 3% 17% 31% 41% 9% Innovators Early Adopters Early Majority Late Majority Laggards
  6. 6. Hypotheses & Research QuestionHypotheses & Research Question H1: Earlier adopters of Internet news are more likely than later adopters to be regular users of all news channels. H2: Earlier adopters are more cosmopolitan than later adopters. H3: Male are more likely than females to be earlier adopters of Internet news. RQ: What is the relationship among gender, Internet news adoption, and Internet news reading?
  7. 7. MethodologyMethodology • Web-based survey: 842 college students • Questionnaire: 56 questions on public affairs, media use, life styles, and demographics • Date: November 4th ~ 10th , 2003 • Random Sampling • Sampling error: ±3.4% • Response rate: 8%
  8. 8. Are earlier adopters read more onlineAre earlier adopters read more online news?news? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Innovators Early Adopters Early Majority Late Majority Laggards Regular Internet News Readers
  9. 9. Are earlier adopters get more news in differentAre earlier adopters get more news in different channels?channels? Innovators Early Adopters Early Majority Late Majority Laggards (%) (%) (%) (%) (%) Online News 67 84 77 65 43 .22 (p<.001) Cable News 71 50 38 29 20 .22 (p<.001) Local News 28 26 19 16 13 .09 (p<.05) Newspapers 44 66 58 53 55 0.07 Network News 11 22 15 14 17 0.04 Kendall’s tau-c
  10. 10. Are earlier adopters cosmopolitan?Are earlier adopters cosmopolitan? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Innovators Early Adopters Early Majority Late Majority Laggards Cosmopolitan Experience
  11. 11. Are earlier adopters men or women?Are earlier adopters men or women? 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Innovators Early Adopters Early Majority Late Majority Laggards Males Females
  12. 12. Internet News Adoption Internet News Reading Gender Gender as an antecedent variable P<.001 P<.001 P<.001
  13. 13. ResultsResults • College innovators and early adopters of Internet news were cosmopolitan males who read online news and watched cable and local TV news on a regular basis. • Gender was not only a strong predictor of how long students adopted Internet news but also an antecedent variable to the relationship between Internet news adoption and Internet news reading.
  14. 14. ContributionsContributions • Matched Rogers’ adopter categories with college students’ Internet news adoption. • Constructed a scale to measure “cosmopoliteness” and found earlier adopters were more cosmopolitan. • Digital Divide in New Forms: Experience Divide Information/Source Divide Gender Divide (conditioned by experience)

×