A Conceptual Framework for Demographic Groups Resistant to On-line Community Interaction

Abstract Demographic communities can become on-line communities if their members have common interests, needs, and goals, a desire for mutual communication, and can easily find one another to establish relationships. People are sometimes quite resistant to interacting on-line even when they regularly use the Internet for information gathering and e-mail. With mid-life career changers as a representative demographic group, this paper discusses the factors causing this resistance, ways to mitigate it and bring group members into on-line community environments, and mechanisms for sustaining their online interaction. Several methods for improving the sociability and usability of on-line communities are proposed, and it is recommended that the selection and implementation of technology be directed by the group's sociability and usability requirements. Keywords: AUDIENCE ANALYSIS BEHAVIORAL CHANGE COMPUTER-MEDIATED COMMUNICATION ON-LINE COMMUNITY ON-LINE SOCIAL NETWORK ON-LINE SOCIABILITY ON-LINE USABILITY RESISTANCE TO CHANGE