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Despite the explosive potential for revenue growth on the Internet, research suggests that the advertising industry remains perplexed about how to reach consumers in this new medium. Drawing from several bodies of literature including diffusion, motivation, and media substitution theories, this study explores potential predictors for online service adoption. Findings indicate that the cognitive and affective gratification-seeking factors were the strongest predictors of likely online service adoption. By contrast, whereas adopter attributes were moderate predictors, the existing adoption cluster and media use attributes were both weak predictors of likely online service adoption.
Carolyn A. Lin (Thu,) studied this question.
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