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Mining the internet plateau: an exploration of the adoption intention of non-users in Singapore

Nanyang Technological University, Singapore

Hairong Li

Michigan State University, USA

Benjamin Detenber

Nanyang Technological University, Singapore

Waipeng Lee

Nanyang Technological University, Singapore

This study¹ examines the factors that affect the intention to adopt the internet among non-users against the backdrop of an emerging internet plateau. Using data from a telephone survey with a representative national sample of non-users in Singapore, this study attempts to understand better what may facilitate or impede non-users to adopt the internet in light of the theory of planned behavior. Findings indicate that, in addition to demographic factors, attitudes toward the internet and perceived control of several internal and external factors are predictive of individuals’ intentions to get online in the future. Implications of the findings and future research directions are discussed.

Key Words: adoption • diffusion theory • internet • Singapore • subjective norm • survey • theory of planned behavior

New Media & Society, Vol. 8, No. 4, 589-609 (2006)
DOI: 10.1177/1461444806065656


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