Lifestyle orientations and the adoption of Internet-related technologies in Taiwan

Using Rogers' diffusion of innovation model as the theoretical framework, this study examined the relationships between lifestyle orientations and the adoption of nine Internet-related technologies in Taiwan including IPTV, digital cable, emails, Internet instant messages, Facebook, scanners, notebooks, printers and personal computers. A telephone survey was conducted to collect data, and 506 valid questionnaires were obtained, representing a response rate of 58.6%. The results showed that lifestyle orientations were a powerful predictor for the adoption of information-oriented and entertainment-oriented technologies, but not for the adoption of interpersonally oriented technologies. Furthermore, this study found that while demographics were the most powerful variable that distinguished the adopters from the non-adopters, mass media use was not.

► Using Rogers' model to examine lifestyles and Internet-related technologies.
► A telephone survey with 506 valid questionnaires was conducted.
► Lifestyles predicted information technologies, but not for interpersonal technologies.
► Demographics were the most powerful variables, mass media use was not.