Risk Aversion, Age, and Gender as Predictors of New Media Adoption: Evidence from LinkedIn, Twitter, Skype, and Viber
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Technická Univerzita v Liberci
Technical university of Liberec, Czech Republic
Technical university of Liberec, Czech Republic
Abstract
This study investigates how risk aversion, age, and gender influence the adoption and use of new media platforms, specifically LinkedIn, Twitter, Skype, and Viber. Drawing on data from a web-based survey conducted via 1ka.si, we analyzed responses from 529 university students (289 men and 240 women), the vast majority of whom were 24 years old or younger. The questionnaire measured frequency of platform use, demographic characteristics, and self-assessed risk aversion levels. Our findings reveal significant associations between individual risk profiles and platform usage, with more risk-averse individuals showing lower engagement on socially and professionally open networks such as LinkedIn and Twitter. Age and gender were also found to be important moderating factors, shaping both the likelihood of adoption and patterns of usage across platforms. These results offer valuable insights into the psychological and demographic determinants of digital behavior and highlight the importance of tailoring digital communication strategies to diverse user profiles..
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Subject(s)
New Media Adoption, Risk Aversion, Age and Gender, Social Networking, Digital Behavior
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978-80-7494-747-6