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Adoption and Use of the Internet among Adult Audiences in Mainland China: The Role of PPI, PCI, & PNI Jonathan Zhu & Zhou He City University of Hong Kong Perceived Popularity of the Internet Adoption of the Internet Perceived Characteristic of the Internet Individual Characteristics

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adoption and use of the internet among adult audiences in mainland china the role of ppi pci pni

Adoption and Use of the Internet among Adult Audiences in Mainland China: The Role of PPI, PCI, & PNI

Jonathan Zhu & Zhou He

City University of Hong Kong

theoretical framework

Perceived Popularity of the Internet

Adoption of the Internet

Perceived Characteristic of

the Internet

Individual Characteristics

Use of the Internet

Perceived Need for the Internet

Theoretical Framework

Internet among Chinese Adults

perceived need for the internet pni
Perceived Need for the Internet (PNI)
  • Based on:
    • Palmgreen’s expectancy-value theory (GSi = bi ei)
    • Rosengren’s perceived “problems” and “solutions”
  • Formulation of PNI:
    • Use Internet for a need = (Satisfaction w. Internet – Satisfaction w. conventional media) Importance of the need

Internet among Chinese Adults

operational definition of perceived need for internet pni
Operational Definition of Perceived Need for Internet (PNI)

where PNNMi is the total amount of PNI by an individual i, SNij is his/her expected satisfaction with the Internet in meeting a particular need j, SOij is his/her current satisfaction with the old media in meeting the j, and I is his/her perceived importance of j in relation to other needs.

Internet among Chinese Adults

measurement of pni
Measurement of PNI
  • How satisfied do you think the conventional media have met your needs for:
    • news
    • work-related info
    • personal info
    • expression
    • entertainment
    • personal relations?
  • How satisfied do you think the Internet can meet the needs?
  • Please rank the importance of the needs?

Internet among Chinese Adults

survey methodology
Survey Methodology
  • Multistage Ponproportional Probability Sampling:

1. Randomly select 250 residential communities (100 in BJ, 150 in GZ)

2. Randomly select 10 households from each RC

3. Select an adult of 18-75 from each HH based on last-birthday method

  • Face-to-face interviews at home in Nov-Dec, 2000
  • Response rate = 50%, sampling error = +2%

Internet among Chinese Adults

finding adoption of the internet
Finding: Adoption of the Internet

Internet among Chinese Adults

finding use of the internet
Finding: Use of the Internet

Internet among Chinese Adults

summary of model testing
Summary of Model Testing

Perceived Popularity of the Internet

Adoption of the Internet

Perceived Characteristic of

the Internet

Individual Characteristics

Use of the Internet

Perceived Need for the Internet

Internet among Chinese Adults