Understanding Twitter’s adoption and use continuance: the Synergy between Uses and Gratifications and Diffusion of Innovations

Abstract

This study explored the explanatory power of Uses and Gratifications (UG) and the Diffusion of Innovation theory (IDT) in describing Twitter phenomenon. Effects of mobile access and perceived outcomes of using Twitter were also examined and comparison of active and inactive users revealed which needs are likely to result in Twitter’s discontinuance if unmet. Online survey and data analysis with Partial Least Squares (PLS) revealed that the needs for Entertainment, Relaxation, the service’s Visibility and Compatibility were strong predictors of Twitter’s usage. ANOVA highlighted that the same dimensions were significantly lower among inactive ‘tweeters’, suggesting that the same factors may be responsible for both adoption and continuance. Mobile access of Twitter was found to be a catalyst for continued use. There is a need for the combined use of UG and IDT in describing Twitter’s adoption, with personal needs and the service’s characteristics being the use drivers by different audiences.

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