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The Impact of Recommendation Sources on the Adoption Intention of Microblogging Based on Dominance-based Rough Set Approach

  • Yang-Chieh Chin
  • Chaio-Chen Chang
  • Chiun-Sin Lin
  • Gwo-Hshiung Tzeng
Part of the Lecture Notes in Computer Science book series (LNCS, volume 6086)

Abstract

Microblogging is a social media tool that allows users to write short text messages to public and private networks. This research focuses specifically on the microblogging on Facebook. The main purposes of this study are to investigate and compare what recommendation sources influence the intention to use microbloggings and to combine gender, daily internet hour usage and past use experience to infer the usage of microbloggings decision rules using a dominance-based rough-set approach (DRSA). Data for this study were collected from 382 users and potential users. The analysis is grounded in the taxonomy of induction-related activities using DRSA to infer the usage of microbloggings decision rules. Finally, the study of the nature of microblogging reflects essential practical and academic value.

Keywords

Microblogging Dominance-based Rough Set Approach (DRSA) Recommendation source Adoption intention 

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Copyright information

© Springer-Verlag Berlin Heidelberg 2010

Authors and Affiliations

  • Yang-Chieh Chin
    • 1
  • Chaio-Chen Chang
    • 2
  • Chiun-Sin Lin
    • 1
  • Gwo-Hshiung Tzeng
    • 3
    • 4
  1. 1.Department of Management ScienceNational Chiao Tung UniversityHsinchuTaiwan
  2. 2.Department of International BusinessNational Dong Hwa UniversityHualienTaiwan
  3. 3.Department of Business AdministrationKainan UniversityTaoyuanTaiwan
  4. 4.Institute of Management of TechnologyNational Chiao Tung UniversityHsinchuTaiwan

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