英文摘要 |
Dutton's (2004) recent study of net-trust of large population survey in the UK suggests that as people use internet more frequently (net-proximity), they would gain greater expertise and capabilities for accessing internet resource. Net-trust could be the key mediator for online service diffusion. This paper employs technology diffusion and social contagion aspects, argues that internet behaviors are not only shaped by individual's internet experiences, but also by his/her structural position of social network. This study employs the ego-centred name generator method and collects social network data among 140 college students in Taiwan. The results suggest that internet trust did affect respondents' involvement on internet activities. Senior internet users are more likely to shop or auction on internet. Those who show higher internet trust and with social cohesion network are more active on blogging and uploading audio and pictures. Daily heavy users with less degree of social contagion network are more likely to share files online. Those with low institutional trust, but show high internet trust and with high degree of social contagion network are more likely to be active on the BBS. |