Shenwei

Problem of Mobile Phones:A Study of Mobile Phone Non-Users: 

Problem of Mobile Phones: A Study of Mobile Phone Non-Users Shenwei Zhao Department of Communication SCILS, Rutgers University

Mobile Phone: More than a device: 

Mobile Phone: More than a device Mobile phone as a innovation with high penetration rate 1.5 billion subscribers worldwide (Evans, 2004) 180 million subscribers in US Mobile phone as a lifestyle 60% US citizens use certain type of wireless device to communicate (Oswald, 2005)

Earlier Findings in Users vs. Non-user : 

Earlier Findings in Users vs. Non-user Gender and working status (Ling, 1999) Important Predictor: Ownership of other communication technology devices (Leung & Wei, 1999) Social influences (Leung & Wei, 1999)

Theoretical Framework: 

Theoretical Framework Diffusion of Innovation (Rogers, 1995) Technology innovation and adaptation are facilitated by both interpersonal communication and mass media. Domestication of Technology (Silverstone & Haddon, 1996) A consumption perspective: Ownership of mobile phones

Theoretical Framework (Cont’d): 

Theoretical Framework (Cont’d) Apparatgeist Theory (Katz & Aakhus, 2002) PCT and perpetual contact: Functionality, value, norms Technology Transition Model (TTM, Briggs, Vreede & Nunamaker, 2003) A complementary theory to Apparatgeist: U = f (BI) = f (VFC + T)

Why Study the Non-users? : 

Why Study the Non-users? Higher Penetration Rate Lack of social scientific inquiry, especially in the field of Communication Studies

Method: 

Method Sampling: Purposive sampling followed by Snowball Semi-structured Interview:15 – 20 minutes Looking for the answer of “why-not” Interview questions organized in a funnel fashion Consent Form

Participants ( N = 6): 

Participants ( N = 6) Interviewee A. Female in her late fifties. Elementary school teacher. Has a bachelor’s degree. Interviewee B. Female in her forties. University professor. Has a Ph.D. Interviewee C. Male in his forties. University professor. Has a Ph.D. Interviewee D. Male in his fifties. High school teacher. Has a bachelor’s degree. Interviewee E. Female in her twenties. Graduate student. Interviewee F. Male. Retired engineer.

Results: 

Results General Attitude Toward Technology Feelings Toward Computer and Internet Positive effects to society Negative effects to personal and professional lives

Results (Cont’d): 

Results (Cont’d) Reasons for Not Using Mobile A TTM Perspective: U = f (BI) = f (VFC + T) Impact of V: Un-Perceived Value Usefulness: Redundancy (Functionality) Social Concerns: Negative Affectiveness (Identity) Economic Concerns: Unwilling to pay Physical Concerns: Health Cognitive Concerns: Learning curves and user interfaces

Results (Cont’d): 

Results (Cont’d) Reasons for Not Using Mobile Impact of F, C, & T F (Perceived Frequency of the Value of Mobile Phone) C (Certainty about Perception of Magnitude and Frequency of the Value of Mobile Phones) T (Perceived Net Value of Transition)

Discussion & Limitation: 

Discussion & Limitation Theoretical Implications Social responses to the idea of Perpetual Contact (Apparatgeist) Limitations Participants’ high educational level Rational for transitions from non-users to users