An integrative model of twitter adoption

Abstract

The purpose of this study is to build an integrative model of Twitter adoption and prove its usefulness. Taking a comprehensive approach, this research suggests 29 hypotheses drawn from the Innovation Diffusion Theory, the Technology Acceptance Model and its extensions (TAM2, TAM3), and the Model of Innovation Resistance. The results turned out that the most influential determinant of intention to use Twitter was 'subjective norm', and 'innovation resistance' was followed. Meanwhile, the most influential predictor of innovation resistance was 'compatibility'. The results also proved the mediation roles of innovation resistance. This study shows a new perspective on the phenomena of new media adoption by providing integrative causal relationships among the determinants of new media adoption. © 2012 Springer-Verlag Berlin Heidelberg.