Investigating internet usage as innovation adoption: a quantitative study
| Date | 09 November 2010 |
| Pages | 338-363 |
| Published date | 09 November 2010 |
| DOI | https://doi.org/10.1108/14779961011093345 |
| Author | Prodromos D. Chatzoglou,Eftichia Vraimaki |
| Subject Matter | Information & knowledge management |
Investigating internet usage
as innovation adoption:
a quantitative study
Prodromos D. Chatzoglou and Eftichia Vraimaki
Production and Management Engineering Department,
Democritus University of Thrace, Xanthi, Greece
Abstract
Purpose – The purpose is to study Rogers’ Diffusion of Innovations theory (2003) in a real-life
context, where it is exposed to the full range of complexities of people residing in a specific area and to
briefly describe basically non-work information needs and sources selected to access it.
Design/methodology/approach – The relationships between personality and communication
behaviour,socio-economiccharacteristicsand internet adoption, basedon Rogers’ theory are investigated.
Findings – Results from 150 households suggest younger people and individuals with more formal
education have increased information needs and are more familiar with computer and internet usage.
A positive association between educational level and innovation adoption, and between the latter and
attitude toward science and change, is indicated.
Research limitations/implications – Research islimited toXanthi’s Old Town.The quantitative
methodology utilised does not allow for in-depth analysis of information behaviour and internet
adoption patterns. Measures to assess personality and communication behaviour variables developed
need to be further validated. Finally, the research does not examine other variables (e.g. perceived
attributes of innovation) and the distinction between voluntary and mandatory adoption.
Practical implications – Results suggest benefits of information technology should be advertised
through earlier adopters.
Originality/value – Research shows level of internet exposure and practically explores technology
usage levels in relation to socio-economic, personality and communication behaviour variables. The
sample offers a detailed examination of internet usage and information needs of individuals residing in
a specific area.
Keywords Internet, Innovation, Personality,Information media
Paper type Research paper
1. Introduction
A large number of studies on information behaviour literature focus on how
professionals seek and use job-related information. Current research has turned its
attention to investigations of information seeking for everyday life purposes, as it can
provide valuable data to guide the shaping of information technology (IT) and
telecommunication policies.
The current issue and full text archive of this journal is available at
www.emeraldinsight.com/1477-996X.htm
This research was part of the Intereg IIIC/Sud Programme, and was funded by the European
Regional Development Fund (75 per cent) and the Greek National Funds (25 per cent). The Greek
coordinator of the project was the region of East Macedonia and Thrace. The authors would also
like to thank the Editor Dr N. Ben Fairweather and the anonymous reviewers, whose comments
and suggestions substantially contributed to the improvement of this paper.
JICES
8,4
338
Received 15 January 2009
Revised 17 February 2010
Accepted 5 August 2010
Journal of Information,
Communication & Ethics in Society
Vol. 8 No. 4, 2010
pp. 338-363
qEmerald Group Publishing Limited
1477-996X
DOI 10.1108/14779961011093345
The main focus of this study is on use of new technology, primarily the internet, and
the potential for it becoming the preferred information source. Furthermore, the
research attempts to classify the population in adopter categories, based on Rogers’
(2003) Diffusion of Innovations (DOI) theory. This approach can help identify the
population sector that is receptive to innovation, and ready to accept new technology
infrastructure. An objective is to find potential linkages between socio-econom ic
characteristics, personality and communication behaviour variables and internet usage
level and adopter categories. The paper also briefly presents assessment of the
information needs of, and the information resources selected by, individuals in Xanthi’s
Old Town, which are classified on several socio-economic characteristics.
2. Research framework
2.1 Level of new technology usage
The focus of the study is to investigate the digital literacy of the respondents and more
specifically the accessibility and level of computer and internet usage. Information and
communication technologies (ICT) can have a significant effect on various aspec ts of
the life of individuals, ranging from access to accurate and timely information to
employment opportunities, or even social inclusion (Tambulasi, 2009). This is because,
nowadays, especially, the internet has been transformed from a “[...] medium of the
elites to one in common use” (Haythornthwaite and Wellman, 2002, p. 3), having a
significant impact in all kinds of daily activity, from communicating, to working,
shopping and services provision (Demunter, 2006). Studying computer and internet
penetration posses an additional interest since Greece has one of the lowest levels of
household internet access (31 per cent) among the 27 European Union member states
(EU27 – Eurostat, 2008). Thus, examining such issues in specific areas would help
design-specific interventions so as the country keeps up with current trends in IT.
The indisputable value of ICTs for everyday life and organisational settings alike
has produced a body of literature investigating their acceptance and use . Aiming to
gain an understanding of, and manage the process of, new technology adoption,
several theoretical models have been proposed and utilised, including the theories of
reasoned action (Fishbein and Azjen, 1975) and theories of planned behaviour (Ajzen,
1991), the technology acceptance model (Davis, 1986, 1989), social cognitive theory
(Bandura, 1997), as well as the conceptual framework of DOI (Rogers, 2003) (Agarwal
and Prasad, 1999). Researchers also applied models integrating factors from diverse
frameworks (Dı
´ez and McIntosh, 2009; Legris et al., 2003). As regards to DOI, Haider
and Kreps (2004) argue that it offers significant insights to understanding and
facilitating behavioural change, as it can assist the improvement and customisation of
innovations to fit cultural needs of specific groups.
Agarwal (2000) summarises the factors proposed to influence acceptance behaviour,
namely individual differences, social influences, beliefs and attitudes, situational
influences and managerial interventions. Moreover, perceived attributes or
characteristics of innovation per se have been argued to influence adoption, including
relative advantage, compatibility, complexity, trialability and observability (Mo ore and
Benbasat, 1991; Fichman, 2000; Rogers, 2003). Of the aforementioned factors, this study
focuses on individual differences and characteristics, whose effect has been widely
recognised by relevant literature (Agarwal and Prasad, 1999; Landers and Lounsbury,
2006). Significant differences, however, can be depicted among the theories as towhere
Investigating
internet usage
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