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EXAMINING THE NON-ADOPTION OF IN MAINLAND CHINA
Group 9
Introduction
Worldwide:
Skype, brought more than 300 million people worldwide together
Mainland China:
84% of Internet users, around 497 million people, make use of instant messaging applications.
Sources from: China Internet Network Information Center (CNNIC)
However…
Do you use Skype?
Do you use Skype for domestic
contact ?!
Video
WHY PEOPLE DO NOT ADOPT FOR DOMESTIC CONTACT IN
MAINLAND CHINA?
Agenda
• Introduction• Literature review• Methodology• Findings• Conclusion
Before Literature Review...
• Non-adoption:• Low frequency, low intensity.• Or, never use.
• Domestic contact:• People contact with each other within mainland
China.
1.Diffusion of Innovation
Triability is the degree to which an innovation may be experimented with on limited basis. (Inapplicable!)
Complexity
Relative Advantage
Compatibility
Observability
TriabilityAdoption of other applications
Literature Review
2.The theory of reasoned action (TRA)
3.Techonology of Acceptance Model (TAM)
Peer influence (Reciprocity)
Perceived popularity
Literature Review
Research Framework
Non-Adoption
Complexity
Relative Disadvantage
Incompatibility
Absence of observed benefits
Peer influence
Perceived popularity
Adoption of other applications
Frequency
Intensity
DV
IV
Complexity the degree to which an innovation is perceived as difficult to understand and use.
•More complex an innovation is, less rapidly it is adopted.•H1: complex non-adopters
Relative disadvantage the degree to which an innovation is not perceived as good as other ideas.
•An innovation has obvious disadvantages than the alternatives.
•H2: relative disadvantage non-adopters
Literature Review
Literature Review
Incompatibility the degree to which an innovation is perceived as being consistent with existing values, past experiences, and needs of potential adopters.
•Incompatible idea is not adopted as rapidly as compatible one.
•H3:incompatibility non-adopters
Absence of observed benefits the degree to which the results of an innovation are invisible to others.
•Less benefits of innovation observed, less rapidly it is adopted.
•H4: Absence of observed benefits non-adopters
Adoption of other applications the use of functionally similar technologies is a significant predictor of the adoption of innovation.
•H5: other applications non-adopters
Peer influence (Reciprocity) derived from SN from TRA
•H6: friends non-adopters
Perceived popularity derived from “perceived enjoyment” from TAM
•H7: perceived popularity non-adopters
Literature Review
Methodology
• Online survey created on www.sojump.com• Snowball sampling• 202 respondents: 91 Male + 111 Female• All aged from 17- 28
Sample Characteristics
Reliability Test
Descriptive Analysis
Regression Analysis
Findings
1. Sample Information
Male45%
Fe-male55%
1.1 Gender
Male : 91, 45.0%
Female : 111, 55.0%
---------------------------------
Total : 202
1. Sample Information
Primary school and below
1%High school
3%
Under-graduate
60%
Post-graduate
37%
1.2 Education
Primary school ＆ below : 2, 1.0%
High school : 5, 2.5%
Undergraduate : 121, 59.9%
Postgraduate : 74, 36.6%
---------------------------------
Total : 202
1. Sample Information
0-100015%
1001-200021%
2001-300019%
3001-400016%
above 400128%
1.3 Income
0 – 1000 : 31, 15.3%
1001 – 2000 : 43, 21.3%
2001 – 3000 : 39, 19.3%
3001 – 4000 : 33, 16.3%
Above 4000 : 56, 27.7%
---------------------------------
Total : 202
MEAN : 3.20 SD : 1.439The average income is
2000 – 3000
2. The use of Skype
Never47%
Sel-dom35%
Some-times12%
Often3% Always
3%
How often do you use Skype for domestic contact?
Never : 95, 47.0%
Seldom : 70, 34.7%
Sometimes : 24, 11.9%
Often : 7, 3.5%
Always : 6, 3.0%
---------------------------------
Total: 202
About 81.7% of the responders choose they never use or seldom use Skype. Only 6.5% of the responders choose that they often or very often to use it.
2. The use of Skype
Less than 10
mins72%
10-20 mins11%
20-30 mins9%
30-60 mins3% Above 60 mins
5%
How long do you spend on Skype each time for domestic call?
Less than 10 mins : 145, 71.8%
10 – 20 mins : 22, 10.9%
20 – 30 mins : 18, 8.9%
30 – 60 mins : 6, 3.0%
Above 60 mins : 11, 5.4%
---------------------------------
Total: 202
About 71.8% of the responders chosethey use Skype less than 10 minutes.Combined with these 2 questions…The adoption rate of Skype among
mainland China youngsters is relatively LOW.
Reliability testComplexity
Relative advantage
Compatibility
Reciprocity
Complexity
Cronbach's Alpha N of Items
.912 5Relative disadvantage
Cronbach's Alpha N of Items
.828 4
Peer Influence
Cronbach's Alpha N of Items
.904 4
Incompatibility
Cronbach's Alpha N of Items
.836 4
Our scales all have relatively high Alpha and are reliable.
Relation analysis (linear regression)
• Adjusted R Square: 0.54
Our combined IVs explain…
54% of the variance of the DV.
Relation analysis (linear regression) Coefficientsa
Model
Standardized
CoefficientsBeta
Sig.
1
(Constant) .000
Gender -.033 .521
Education -.100 .064
Income -.025 .625
Complexity -.376 .000
Relative Disadvantage .282 .000
Incompatibility .012 .859
Observability (Absence of visible benefit) -.259 .000
Peer Influence -.319 .000
Perceived Popularity -.051 .428Adoption of other applications .026 .609
a. Dependent Variable: DV
Significant: • Complexity• Relative Disadvantage• Absence of observed
benefits• Peer Influence
Relative disadvantages
Conclusion• H1 : Supported
The more complex the Skype service is, the more likely people will become non-adopters of Skype
• H2 : SupportedThe more relative disadvantages Skype has, the more likely people will become non-adopters of Skype
• H3 : Not supported (Not significant)The more incompatibility Skype service has with people’s existing values, the more likely they will become non-adopters of Skype
• H4 : SupportedThe more absence of benefits of Skype people observe, the more likely they will become non-adopters.
Conclusion• H5 : Not supported (Not significant)
The more other applications people use, the more likely they will become non-adopters of Skype
• H6 : SupportedThe fewer friends are using Skype, the more likely people will become non-adopters of Skype
• H7 : Not supported (Not significant) The less popularity of Skype people perceive, the more likely they will become non-adopters of Skype
Limitation
• Snowball sampling:
respondents are almost university students
• Sampling size is not large enough
• Predictors are limited
Implication
• For Skype- examine their failure in mainland China
• For Developers of information systems and organizations- adopting the new technology.
• For professionals-design systems and implementation methodologies
Q & A?Thank you for your time!
