Trial, adoption and continued usage of new media

Abstract

<p>Our objective is to understand and analyze the behavior of individuals on their trial, adoption and continued usage of new media. New media is a term meant to encompass the emergence of digital, computerized, or networked information and communication technologies in the later part of the 21th century. The various examples for the same are blogs, personal websites, social networking sites, games, pod casts and video sharing sites. The trial usage concerns with the reasons associated for the first time use by individuals, the adoption usage concerns with the reasons for their motivation to use it further, and continued usage concerns with the reasons for their continued usage till today. The different factors which might influence an individual for trial, adoption and continued usage of new media were identified as follows: Technology factors-Ease of use, Features of technology; Individual factors-Entertainment, information and communication purposes; Social factorsPeer pressure. Data collection: Interviews were conducted by data collection agency wherein a set of questions that were framed were asked to respondents (n=80). Data analysis: (1) Quantitative data analysis is used for analyzing such large amount of data. (2) Here, a general coding sheet was prepared to record the responses of an individual corresponding to each technology, (3) Similar patterns are to be detected from coding sheet and then statistical analysis would be performed. Based on our preliminary findings, it seems like it is because of social factors people are into trial, adoption and continued usage of new media. Further, research has to be carried out to confirm our preliminary findings.</p><p>This presentation occurred at the Wright State University Campus-Wide Celebration of Research, Scholarship and Creative Activities on April 16, 2010</p>