| An attempt has been made to answer the question of how and why some radio stations differ in adopting Internet broadcasting. By combining more than one conceptual framework this study examined: (a) the relationships between adoption and four sets of factors (characteristics of innovation, organization, organizational leader, and environments); (b) the variables that differentiate early vs. late adopters; and (c) the characteristics of Internet broadcasters.; The findings indicate that perceived complexity is negatively correlated with adoption rate, while relative advantage, organizational size, and cosmopolitanism separated early and late adopters. In addition, this study found that Internet broadcasters tend to be low-powered, medium-sized community based radio stations that aim to expand their audience base. |
