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

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106 stránek

Více o knize

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.

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ISBN
9781288405343

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Varianta knihy

2012, měkká

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