An Interactive Communication Technology Adoption Model

In the evolving research arena of mediated communication technology adop-tion and uses, one of the most valuable developments involves the increased integration of distinct communication research traditions. This emerging fu-sion presents an unprecedented opportunity for communication researchers to share, confer, and challenge the “native ” tradition that each has followed. This article proposes an integrated research model and explains how it can serve as the basis for mediated communication technology adoption research. In par-ticular, this proposed model is intended to provide a research framework for studying the factors that help shape adoption decisions of various communica-tion technologies and the potential impact of technology adoption on the social system, audiences, and use patterns. Mediated communication, whether it be point-to-point or point-to-multipoint, stands as the backbone of an information society and a sig-nificant phenomenon in human communication. As pointed out by Qvortrup (1994, p. 377), information-technology tools should be re