Impacts of iPad attributes, Lifestyles and media dependency on adoption of iPad and intensity of iPad usage in Mainland China

The goal of this exploratory research is to identify attributes that can distinctly characterize iPad and examine the predictive power of iPad attributes, lifestyles, media dependency, and demographics on adoption of iPad, iPad usage patterns and intensity of iPad usage. Using a snowballing sample, an online survey was conducted with 623 university students in Mainland China, among which 217 were iPad users and 406 were non-users. Results of regression analyses show that application affordances is one of the few important attributes influencing the likelihood of iPad adoption, iPad usage patterns and intensity of iPad usage. Regarding lifestyles, strivers were found to be associated with higher likelihood of buying iPad; experiencers were more engaged and active when using iPad; innovators tended to use iPad for utilities, information-seeking and communication more often than other users. Interestingly, owning other Apple products has a positive impact on purchasing iPad. Furthermore, among iPad usage patterns, in particular, utilities and information-seeking are significant predictors for Intensity of iPad usage, which proves to be the most important functionalities for iPad

Impacts of iPad Attributes, Users' Lifestyles, and Media Dependency on the Adoption and Intensity of iPad Usage

The goal of this exploratory research is to identify attributes that can distinctly characterize iPads and examine the predictive power of iPad attributes, users' lifestyles, and media dependency on iPad adoption as well as intensity of iPad use. Data were gathered from a sample of 623 university students via online survey in Mainland China, among whom 217 were iPad users and 406 were non-users. Regression results show that application affordances was one of several important attributes influencing the likelihood of iPad adoption and usage patterns. Regarding lifestyles, strivers were found to have a higher likelihood of buying iPads; experiencers were more engaged and active when using iPads; innovators tended to use iPads for utilities, information-seeking, and interpersonal communication more often than other users. Furthermore, among iPad usage patterns, utilities and information-seeking were found the two most powerful predictors influencing intensity of iPad usage. Implications of the results are discussed.</p