1. EXAMINING THE NON-ADOPTION OF
IN MAINLAND CHINA
Group 9

2. Introduction
Worldwide:
Skype, brought more than 300 million people
worldwide together
Mainland China:
84% of Internet users, around 497 million people,
make use of instant messaging applications.
Sources from: China Internet Network Information Center (CNNIC)

3. However…

6. Do you use Skype?
Do you use Skype for
domestic contact ?!

7. Video

8. WHY PEOPLE DO NOT
ADOPT FOR
DOMESTIC CONTACT IN
MAINLAND CHINA?

9. Agenda
• Introduction
• Literature review
• Methodology
• Findings
• Conclusion

10. Before Literature Review...
• Non-adoption:
• Low frequency, low intensity.
• Or, never use.
• Domestic contact:
• People contact with each other within mainland
China.

11. 1.Diffusion of Innovation
Triability is the degree to which an innovation may be experimented with on
limited basis. (Inapplicable!)
Complexity
Relative Advantage
Compatibility
Observability
Triability
Adoption of other applications
Literature Review

12. 2.The theory of reasoned action (TRA)
3.Techonology of Acceptance Model (TAM)
Peer influence (Reciprocity)
Perceived popularity
Literature Review

13. Research Framework
Non-Adoption
Complexity
Relative
Disadvantage
Incompatibility
Absence of
observed benefits
Peer influence
Perceived
popularity
Adoption of other
applications
Frequency
Intensity
DV
IV

14. Complexity the degree to which an innovation is perceived as
difficult to understand and use.
• More complex an innovation is, less rapidly it is adopted.
• H1: complex non-adopters
Relative disadvantage the degree to which an innovation is
not perceived as good as other ideas.
• An innovation has obvious disadvantages than the
alternatives.
• H2: relative disadvantage non-adopters
Literature Review

15. Literature Review
Incompatibility the degree to which an innovation is perceived
as being consistent with existing values, past experiences, and needs of
potential adopters.
• Incompatible idea is not adopted as rapidly as compatible
one.
• H3:incompatibility non-adopters
Absence of observed benefits the degree to which the
results of an innovation are invisible to others.
• Less benefits of innovation observed, less rapidly it is
adopted.
• H4: Absence of observed benefits non-adopters

16. Adoption of other applications the use of functionally
similar technologies is a significant predictor of the adoption of
innovation.
• H5: other applications non-adopters
Peer influence (Reciprocity) derived from SN from
TRA
• H6: friends non-adopters
Perceived popularity derived from “perceived
enjoyment” from TAM
• H7: perceived popularity non-adopters
Literature Review

17. Methodology
• Online survey created on www.sojump.com
• Snowball sampling
• 202 respondents: 91 Male + 111 Female
• All aged from 17- 28

18. Sample Characteristics
Reliability Test
Descriptive Analysis
Regression Analysis
Findings

19. 1. Sample
Information
Male
45%Female
55%
1.1 Gender
Male : 91, 45.0%
Female : 111, 55.0%
---------------------------------
Total : 202

20. 1. Sample
Information
Primary
school and
below
1%
High
school
2%
Under-
graduate
60%
Post-
graduate
37%
1.2 Education
Primary school
＆ below : 2, 1.0%
High school : 5, 2.5%
Undergraduate : 121, 59.9%
Postgraduate : 74, 36.6%
---------------------------------
Total : 202

21. 1. Sample
Information
0-1000
15%
1001-
2000
22%
2001-
3000
19%
3001-
4000
16%
above
4001
28%
1.3 Income
0 – 1000 : 31, 15.3%
1001 – 2000 : 43, 21.3%
2001 – 3000 : 39, 19.3%
3001 – 4000 : 33, 16.3%
Above 4000 : 56, 27.7%
---------------------------------
Total : 202
MEAN : 3.20 SD : 1.439
The average income is
2000 – 3000

22. 2. The use
of Skype
Never
47%
Seldom
35%
Some-
times
12%
Often
3%
Always
3%
How often do you use Skype for
domestic contact?
Never : 95, 47.0%
Seldom : 70, 34.7%
Sometimes : 24, 11.9%
Often : 7, 3.5%
Always : 6, 3.0%
---------------------------------
Total: 202
About 81.7% of the responders
choose they never use or
seldom use Skype. Only 6.5% of
the responders choose that they
often or very often to use it.

23. 2. The use
of Skype
Less than
10 mins
72%
10-20
mins
11%
20-30
mins
9%
30-60
mins
3%
Above 60
mins
5%
How long do you spend on Skype each
time for domestic call?
Less than 10 mins : 145, 71.8%
10 – 20 mins : 22, 10.9%
20 – 30 mins : 18, 8.9%
30 – 60 mins : 6, 3.0%
Above 60 mins : 11, 5.4%
---------------------------------
Total: 202
About 71.8% of the responders chose
they use Skype less than 10 minutes.
Combined with these 2 questions…
The adoption rate of Skype among
mainland China youngsters is relatively LOW.

24. Reliability test
Complexity
Relative advantage
Compatibility
Reciprocity
Complexity
Cronbach's
Alpha N of Items
.912 5
Relative disadvantage
Cronbach's
Alpha N of Items
.828 4
Peer Influence
Cronbach's
Alpha N of Items
.904 4
Incompatibility
Cronbach's
Alpha N of Items
.836 4
Our scales all have relatively high
Alpha and are reliable.

25. Relation analysis (linear regression)
• Adjusted R Square: 0.54
 Our combined IVs explain…
54% of the variance of the DV.

26. Relation analysis
(linear regression) Coefficientsa
Model
Standardized
Coefficients
Beta
Sig.
1
(Constant) .000
Gender -.033 .521
Education -.100 .064
Income -.025 .625
Complexity -.376 .000
Relative Disadvantage .282 .000
Incompatibility .012 .859
Observability
(Absence of visible benefit) -.259 .000
Peer Influence -.319 .000
Perceived Popularity -.051 .428
Adoption of other
applications .026 .609
a. Dependent Variable: DV
Significant:
• Complexity
• Relative Disadvantage
• Absence of observed
benefits
• Peer Influence

27. Relative disadvantages

28. Conclusion
• H1 : Supported
The more complex the Skype service is, the more likely people
will become non-adopters of Skype
• H2 : Supported
The more relative disadvantages Skype has, the more likely
people will become non-adopters of Skype
• H3 : Not supported (Not significant)
The more incompatibility Skype service has with people’s
existing values, the more likely they will become non-adopters of
Skype
• H4 : Supported
The more absence of benefits of Skype people observe, the more
likely they will become non-adopters.

29. Conclusion
• H5 : Not supported (Not significant)
The more other applications people use, the more likely they will
become non-adopters of Skype
• H6 : Supported
The fewer friends are using Skype, the more likely people will
become non-adopters of Skype
• H7 : Not supported (Not significant)
The less popularity of Skype people perceive, the more likely
they will become non-adopters of Skype

30. Limitation
• Snowball sampling:
respondents are almost university students
• Sampling size is not large enough
• Predictors are limited

31. Implication
• For Skype- examine their failure in mainland
China
• For Developers of information systems and
organizations- adopting the new technology.
• For professionals-design systems and
implementation methodologies

32. Q & A?
Thank you for your time!