IT professionals and hobbyists' media communications behaviors

People usually hypothesize that IT professionals and hobbyists' knowledge

of IT innovations is obtained primarily from mass media and word-of-

mouth. Opposite to common feeling, both mass media and interpersonal

communication channels are the non-significant determinants of their

knowledge of IT innovations.

On the other hand, obtaining how-to (how to use) knowledge through

Internet and awareness knowledge (information on existence of an IT

innovation) through machine-assisted interpersonal communication channels

are the significant determinants of their knowledge of IT innovations.

Internet is a communication setting combining machine-assisted

interpersonal communications and mass communications. Meanwhile, machine-

assisted interpersonal communication channels such as personal selling

calls, seminar, trade shows, press releases and product in use play the

most key role in disseminating potential adopters the message of the

existence of an IT innovation.