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Investigating the Connection between Awareness and Internet Non-Use

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  • Carol Ting

    (University of Macau, Taipa, Macau)

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.

Suggested Citation

  • Carol Ting, 2015. "Investigating the Connection between Awareness and Internet Non-Use," International Journal of Information Communication Technologies and Human Development (IJICTHD), IGI Global, vol. 7(4), pages 39-57, October.
    • Handle: RePEc:igg:jicthd:v:7:y:2015:i:4:p:39-57
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