2013 年 57 巻 3 号 p. 39-55,196
This paper investigates the effect of the wealth factor in Japan on the adoption of ICT innovations such as the World Wide Web. Diffusion studies suggest that wealth and attitudes are both important determinants of interactive communication technology adoption. However, little is known about which has a stronger effect, and at what point wealth shows a relatively strong effect in the diffusion process. To answer these questions, the author conducted an exploratory analysis of data from nationwide surveys (JIS2001 and JIS2004). The results indicate the following: (i) Education rather than wealth has a remarkably strong effect on adoption likelihood in the early stage of diffusion. Highly educated people have an understanding of information manipulation on the WWW, and tend to evaluate such information-related behavior positively. It is clear that education encourages individuals to adopt the WWW by engendering a positive attitude toward sit. (ii) As diffusion proceeds, the effect of wealth becomes relatively stronger, although it is never as strong as the education effect in the early stage. (iii) The more people that adopt the WWW, the wider the difference in usage between light and heavy users. Females tend to be light users, and have both positive evaluations of the convenience of the WWW and negative thoughts such as fear of crimes or other trouble. On the other hand, males, who typically have an enthusiastic attitude towards technologies, tend to be heavy users. The author concludes that wealth has a very limited effect on adoption throughout the diffusion process of ICT. Differences in attitude have a stronger effect on both the initial adoption and the amount of usage.