Abstract
This study examined the factors influencing new media adoption and use in the case of podcast. It tested the effects of both technology and non-technology factors on podcast adoption and use. The findings partially confirmed the impact of diminishing variation of technology advantage on podcast adoption and use. While perceived attributes and technology innovativeness affect some aspects of adoption and use of podcast, non-technology factors perceived value of information was found to be a stronger predictor of the likelihood of podcast use than perceived attributes of podcast and technology innovativeness. Social utility of podcast use was not found to have a positive effect on podcast use and likelihood of podcast use.
| Original language | English |
|---|---|
| Pages (from-to) | 69 - 83 |
| Journal | Southwestern Mass Communication Journal |
| Volume | 27 |
| Issue number | 1 |
| Publication status | Published - Sept 2011 |
Research Keywords
- technology adoption
- diffusion of innovations
- podcast
- innovativeness
- social utility
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