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Investigating the Connection between Awareness and Internet Non-Use

Investigating the Connection between Awareness and Internet Non-Use

Carol Ting
Copyright: © 2015 |Volume: 7 |Issue: 4 |Pages: 19
ISSN: 1935-5661|EISSN: 1935-567X|EISBN13: 9781466676565|DOI: 10.4018/IJICTHD.2015100103
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MLA

Ting, Carol. "Investigating the Connection between Awareness and Internet Non-Use." IJICTHD vol.7, no.4 2015: pp.39-57. http://doi.org/10.4018/IJICTHD.2015100103

APA

Ting, C. (2015). Investigating the Connection between Awareness and Internet Non-Use. International Journal of Information Communication Technologies and Human Development (IJICTHD), 7(4), 39-57. http://doi.org/10.4018/IJICTHD.2015100103

Chicago

Ting, Carol. "Investigating the Connection between Awareness and Internet Non-Use," International Journal of Information Communication Technologies and Human Development (IJICTHD) 7, no.4: 39-57. http://doi.org/10.4018/IJICTHD.2015100103

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Abstract

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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