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Social Influence in the Adoption Process and Usage of Innovation: Gender Differences

Authors: S. Güzin Mazman, Yasemin Koçak Usluel, Vildan Çevik


The purpose of this study is to determine in what ways elementary education prospective teachers are being informed about innovations and to explain the role of social influence in the usage process of a technological innovation in terms of genders. The study group consisted of 300 prospective teachers, including 234 females and 66 males. Data have been collected by a questionnaire developed by the researchers. The result of the study showed that, while prospective teachers are being informed about innovations most frequently by mass media, they rarely seek to take expert advice. In addition, analysis of results showed that the social influence on females were significantly higher than males in usage process of a technological innovation.

Keywords: Gender differences, social influence, adoption, innovation.

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