New Media Analysis: The Effects of Peer Influence and Personality Characteristics through the Stages of Trial, Adoption, and Continued Use

Viac o knihe

The research explores the interplay between peer influence and individual personality traits in the context of New Media technologies, particularly video sharing websites. By analyzing data from 63 university students, it investigates how these factors affect the stages of trial, adoption, and continued use of such platforms. Utilizing a conditional growth model, the study tests six hypotheses, revealing that personality characteristics significantly moderate peer influence over time. The findings lay the groundwork for further exploration in this evolving field.