An Integrative Adoption Model of New Media: Focusing on the mediation role of innovation resistance

This study aims to build an `Integrative Adoption Model of New Media (IAM-NM)´ through a comprehensive approach towards the existing theoretical explanations for new media adoption, and empirically test the usefulness of the model 29 hypotheses are drawn by integrating generalization, empirical results of prior studies, hypotheses, and propositions of the theoretical foundations. The findings of the current study show that the research model explains the variance of intention to use Twitter (63.7%) and Facebook (71.7%) very well. The empirical tests turned out that innovation resistance is the influential determinant of intention to use Twitter and Facebook, and played mediation roles in the model. The results also supported the hypotheses on the theoretical extensions of internalization effect and identification effect. This research adds new perspectives to our understanding of new media adoption by focusing on the mediation role of innovation resistance.