Factors affecting the diffusion of online end user literature searching

Objectives: The aim of this study was to identify factors that affect diffu sion of usage of online end user literature searching. Fifteen factors clus tered into three attribute sets (innovation attributes, organizational attr ibutes, and marketing attributes) were measured to study their effect on th e diffusion of online searching within institutions. Methods: A random sample of sixty-seven academic health sciences centers wa s selected and then 1,335 library and informatics staff members at those in stitutions were surveyed by mail with electronic mail follow-up. Multiple r egression analysis was performed. Results: The survey yielded a 41% response rate with electronic mail follow -up being particularly effective. Two dependent variables, internal diffusi on (spread of diffusion) and infusion (depth of diffusion), were measured. There was little correlation between them, indicating they measured differe nt things. Fifteen independent variables clustered into three attribute set s were measured. The innovation attributes set was significant for both int ernal diffusion and infusion. Significant individual variables were visibil ity for internal diffusion and image enhancement effects (negative relation ) as well as visibility for infusion (depth of diffusion). Organizational a ttributes were also significant predictors for both dependent variables. No individual variables were significant for internal diffusion. Communicatio n, management support (negative relation), rewards, and existence of champi ons were significant for infusion. Marketing attributes were not significan t predictors. Conclusions: Successful diffusion of online end user literature searching i s dependent on the visibility of the systems, communication among, rewards to, and peers of possible users who promote use (champions). Personal image enhancement effects have a negative relation to infusion, possibly because the use of intermediaries is still seen as the more luxurious way to have searches done. Management support also has a negative relation to infusion, perhaps indicating that depth of diffusion can increase despite top-level management actions.