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Investigating the Connection Between Awareness and Internet Non-Use
Carol Ting
Source PublicationTechnology Adoption and Social Issues: Concepts, Methodologies, Tools, and Applications
Author of SourceInformation Resources Management Association (USA)
PublisherIGI Global

Empirical studies on technology adoption usually are based on data from self-reported measures, and a large subset of this literature draws on the Theory of Planned Behaviour (TPB) or Technology Acceptance Model (TAM). However, for non-Internet users, self-reported measures and these theoretical frameworks face important limitations: non-users often are under-informed about the technology and are unable to accurately explain their non-use. In addition, the measurement instruments in the TAM/TPB literature often are not applicable to non-users. Addressing these issues, this paper examines non-Internet users' awareness of the Internet's benefits and its impact on adoption intention. Focusing on the under-informed, this approach substitutes awareness for perceived usefulness (or affective attitude). Test results demonstrate good predictive power on non-Internet users' adoption intention, calling for caution when applying these commonly used analytical tools to study late-adopters of technology.

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Document TypeBook chapter
AffiliationUniversity of Macau,China
First Author AffilicationUniversity of Macau
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GB/T 7714
Carol Ting. Investigating the Connection Between Awareness and Internet Non-Use:IGI Global,2018.
APA Carol Ting.(2018).Investigating the Connection Between Awareness and Internet Non-Use.Technology Adoption and Social Issues: Concepts, Methodologies, Tools, and Applications.
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