Empirical studies on technology adoption usually are based on data from self-reported measures, and a large subset of this literature draws on the Theory of Planned Behaviour TPB or Technology Acceptance Model TAM. However, for non-Internet users, self-reported measures and these theoretical frameworks face important limitations: non-users often are under-informed about the technology and are unable to accurately explain their non-use. In addition, the measurement instruments in the TAM/TPB literature often are not applicable to non-users. Addressing these issues, this paper examines non-Internet users' awareness of the Internet's benefits and its impact on adoption intention. Focusing on the under-informed, this approach substitutes awareness for perceived usefulness or affective attitude. Test results demonstrate good predictive power on non-Internet users' adoption intention, calling for caution when applying these commonly used analytical tools to study late-adopters of technology.
['Carol Ting']
Investigating the Connection between Awareness and Internet Non-Use