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Nonadopters of Online Social Network Services: Is It Easy to Have Fun Yet?
2011
Communications of the Association for Information Systems
Although online social network services (OSNS), e.g., Facebook, Twitter, MySpace, LinkedIn, are enjoying rampant popularity, a subsection of the population (i.e., nonadopters) continues to forgo using them. Our study is one of the first to focus exclusively on what might motivate nonadopters to accept a widely adopted IT. By considering nonadopters' inertia within the context of early stages of innovation diffusion and incorporating status quo bias theory into well-established technology
doi:10.17705/1cais.02925
fatcat:4uns7ucfjjgnbeohu3bzkmdq5e