2. 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)
10. Before Literature Review...
• Non-adoption:
• Low frequency, low intensity.
• Or, never use.
• Domestic contact:
• People contact with each other within mainland
China.
11. 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
Triability
Adoption of other applications
Literature Review
12. 2.The theory of reasoned action (TRA)
3.Techonology of Acceptance Model (TAM)
Peer influence (Reciprocity)
Perceived popularity
Literature Review
14. 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
15. 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
16. 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
17. Methodology
• Online survey created on www.sojump.com
• Snowball sampling
• 202 respondents: 91 Male + 111 Female
• All aged from 17- 28
22. 2. The use
of Skype
Never
47%
Seldom
35%
Some-
times
12%
Often
3%
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.
23. 2. The use
of Skype
Less than
10 mins
72%
10-20
mins
11%
20-30
mins
9%
30-60
mins
3%
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 chose
they use Skype less than 10 minutes.
Combined with these 2 questions…
The adoption rate of Skype among
mainland China youngsters is relatively LOW.
28. Conclusion
• H1 : Supported
The more complex the Skype service is, the more likely people
will become non-adopters of Skype
• H2 : Supported
The 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 : Supported
The more absence of benefits of Skype people observe, the more
likely they will become non-adopters.
29. Conclusion
• H5 : Not supported (Not significant)
The more other applications people use, the more likely they will
become non-adopters of Skype
• H6 : Supported
The 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
31. 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
