Lifestyle orientations and the adoption of Internet-related technologies in Taiwan

Authors:
Shu-Chu Sarrina Li
Affiliations:
Institute of Communication Studies, National Chiao Tung University, 1001, University Road, East District, Hsinchu City, Taiwan 300, ROC
Venue:
Telecommunications Policy
Year:
2013

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Abstract

Using Rogers' diffusion of innovation model as the theoretical framework, this study examined the relationships between lifestyle orientations and the adoption of nine Internet-related technologies in Taiwan including IPTV, digital cable, emails, Internet instant messages, Facebook, scanners, notebooks, printers and personal computers. A telephone survey was conducted to collect data, and 506 valid questionnaires were obtained, representing a response rate of 58.6%. The results showed that lifestyle orientations were a powerful predictor for the adoption of information-oriented and entertainment-oriented technologies, but not for the adoption of interpersonally oriented technologies. Furthermore, this study found that while demographics were the most powerful variable that distinguished the adopters from the non-adopters, mass media use was not.