Examining household effects on individual Twitter adoption: A multilevel analysis based on U.K. household survey data

Previous studies mainly focused on individual-level factors that influence the adoption and usage of mobile technology and social networking sites, with little emphasis paid to the influences of household situations. Using multilevel modelling approach, this study merges household- (n1 = 1,455) and...

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Bibliographic Details
Published in:PloS one 2024-01, Vol.19 (1), p.e0297036-e0297036
Main Authors: Liu, Shujun, Sloan, Luke, Al Baghal, Tarek, Williams, Matthew, Serôdio, Paulo, Jessop, Curtis
Format: Article
Language:English
Subjects:
Analysis
Attitudes
Biology and Life Sciences
Cellular telephones
Computer and Information Sciences
Education
Engineering and Technology
Health aspects
Households
Hypotheses
Influence
Innovations
Internet
Mediation
Methods
Online social networks
Portable computers
R&D
Research & development
Residential areas
Self report
Social aspects
Social networks
Social organization
Social Sciences
Sociodemographics
Software
Surveys
Technology
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Summary:Previous studies mainly focused on individual-level factors that influence the adoption and usage of mobile technology and social networking sites, with little emphasis paid to the influences of household situations. Using multilevel modelling approach, this study merges household- (n1 = 1,455) and individual-level (n2 = 2,570) data in the U.K. context to investigate (a) whether a household economic capital (HEC) can affect its members' Twitter adoption, (b) whether the influences are mediated by the member's activity variety and self-reported efficacy with mobile technology, and (c) whether the members' traits, including educational level, gross income and residential area, moderate the relationship between HEC and Twitter adoption. Significant direct and indirect associations were discovered between HEC and its members' Twitter adoption. The educational level and gross income of household members moderated the influence of HEC on individuals' Twitter adoption.
ISSN:1932-6203
1932-6203
DOI:10.1371/journal.pone.0297036