| Online mentoring, also known as cybermentoring or e-mentoring, is an emerging phenomenon in the U.S. and is an important means of communication for women professionals, who cannot avail themselves of traditional modes of mentoring. However, like other new technology, online mentoring programs can be expensive to develop and implement. Thus, determining what acceptance factors related to online mentoring are important to women professionals can improve the chances that programs will be developed that appeal to these women. To date, no studies have been performed to determine what factors are important for women, particularly women professionals, to accept online mentoring. However, many studies have been performed recently pertaining to new technology adoption and the effectiveness of new technology. This study used a self-administered survey of 312 women professionals in the Southwestern Pennsylvania area during the period of August 2007 to November 2007 and examined both demographic and attitudinal factors. The attitudinal factors were ones suggested by the Davis (1989) technology acceptance model, or extensions thereof, and the Rogers (1962) diffusion of innovations theory. The results of this study showed that demographic factors, such as age, education, and profession, were statistically significant; women who were younger, less educated, and self-employed were most accepting of online mentoring. Further analysis also supported the conclusion that of all the women professionals, women entrepreneurs were most accepting of online mentoring. In addition, analysis of two attitudinal factors suggested by Rogers, observability and trialability, showed that they were both positively correlated with online mentoring acceptance. These two factors may have implications with regard to the marketing of online mentoring to women professionals. |
