THE IMPORTANCE OF SOCIAL NETWORKS CONCERN ING THE DIFFUSION OF NEW COMMUNICATION TECHNOLOGY

The diffusion of innovations can be accelerated or slowed down by inte rpersonal communication in social networks. Nevertheless, there is sti ll a lack of reliable theoretical and empirical concepts of measuring social influence. For analysis of the interpersonal influence the pres ent study combines two different approaches (concept of ego-centered n etworks and the theory of planned behavior by Ajzen/Fishbein). The stu dy uses a questionnaire with 367 responses from German users and non-u sers of computer networks. The results point to social networks as a c rucial determinant of innovation-decisions, especially in the case of the diffusion of modern communication technology. Not only in the pers onal core network have early adopters many relations with people who h ave already adopted the innovation, but also outside of it. In many ca ses these relations can actually be described as homogeneous, but also as ''weak ties''. The ''innovator's-network'' does not only form a pr o-innovative background, but it also turns out to be a source of socia l influence or social pressure urging others to adopt the innovation.