Predicting the Use of Twitter in Developing Countries: Integrating Innovation Attributes, Uses and Gratifications, and Trust Approaches

Abstract

Based on the diffusion of innovation (DOI) theory (Rogers, 2003), the uses and gratifications (U&G) theory, and trust theory, this study investigated the factors that influence the use of Twitter among the Kuwaiti community. The study surveyed Twitter users in Kuwait. A structured online questionnaire was used to collect data, and 463 respondents who provided complete answers participated. Multiple regression analysis was used to examine the effect of three theoretical perspectives on Twitter usage. The result of the analysis showed that Twitter usage is better explained by DOI constructs than by U&G constructs. The findings indicated that the perceived relative advantage from DOI, and the need for information, need to pass time, and need for interpersonal utility from the U&G approach, have a direct positive significant effect on the use of Twitter. None of the trust theory constructs was found to be significant in predicting the general use of Twitter. The study results help Twitter providers and users in individual or organizational contexts to understand what factors generally affect the usage of the Twitter service.