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An Invisible Leverage in the Adoption of Online Social Support Community
Unformatted Document Text:  Running Head: Invisible Leverage in Adoption of Online Social Support Community 13 The above two measures can be highly affected by one particular adopter – the one who tends to dominate the OSSC. The present study defines this particular adopter as major contributor. The major contributor refers to an adopter whose frequency of postings and duration are the highest among adopters. The third and fourth measures of adoption intend to exclude the effect of the major contributor: the frequency of postings per adopter excluding the major contributor and the average duration of adopters excluding the major contributor. The fifth way of defining adoption focuses on what portion of total posters is occupied by adopters, which is the proportion of adopters among posters. The higher the proportion, the higher the degree of adoption. The sixth measure of adoption is network activeness. Network activeness refers to how actively people have participated in each OSSC. It is measured by dividing the duration of all posters by the number of network dates, which is calculated by subtracting the initial posting date from the last posting date of the OSSC. The main hypotheses are: (1) network size mediates the relationship between illness type and adoption (See Figure 2); and (2) there exists a curvilinear relationship between network size and adoption. In both illness types, the degree of adoption will increase to a certain point as network size increases. After network size passes the point, the degree of adoption will decrease. This point is called network threshold. H1: The network size of physical illness OSSCs tends to be larger than that of mental illness OSSCs. H1-1: The average number of registered members of physical illness OSSCs tends to be larger than that of mental illness OSSCs. H1-2: The average number of posters of physical illness OSSCs tends to be larger than that of mental illness OSSCs. H1-3: The average number of adopters of physical illness OSSCs tends to be larger than that of mental illness OSSCs. H2: There will be a curvilinear relationship between network size and adoption. H2-1: There will be a curvilinear relationship between the number of registered members and each measure of adoption. H2-2: There will be a curvilinear relationship between the number of posters and each measure of adoption. H2-3: There will be a curvilinear relationship between the number of adopters and each measure of adoption.

Authors: Yun, Haejin., Park, Songyi. and Kim, Hee-Jung.
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Running Head: Invisible Leverage in Adoption of Online Social Support Community
13
The above two measures can be highly affected by one particular adopter – the one who
tends to dominate the OSSC. The present study defines this particular adopter as major
contributor. The major contributor refers to an adopter whose frequency of postings and
duration are the highest among adopters. The third and fourth measures of adoption intend to
exclude the effect of the major contributor: the frequency of postings per adopter excluding the
major contributor and the average duration of adopters excluding the major contributor.
The fifth way of defining adoption focuses on what portion of total posters is occupied by
adopters, which is the proportion of adopters among posters. The higher the proportion, the
higher the degree of adoption. The sixth measure of adoption is network activeness. Network
activeness refers to how actively people have participated in each OSSC. It is measured by
dividing the duration of all posters by the number of network dates, which is calculated by
subtracting the initial posting date from the last posting date of the OSSC.
The main hypotheses are: (1) network size mediates the relationship between illness type
and adoption (See Figure 2); and (2) there exists a curvilinear relationship between network size
and adoption. In both illness types, the degree of adoption will increase to a certain point as
network size increases. After network size passes the point, the degree of adoption will decrease.
This point is called network threshold.
H1: The network size of physical illness OSSCs tends to be larger than that of mental
illness OSSCs.
H1-1: The average number of registered members of physical illness OSSCs tends to be
larger than that of mental illness OSSCs.
H1-2: The average number of posters of physical illness OSSCs tends to be larger than
that of mental illness OSSCs.
H1-3: The average number of adopters of physical illness OSSCs tends to be larger than
that of mental illness OSSCs.

H2: There will be a curvilinear relationship between network size and adoption.
H2-1: There will be a curvilinear relationship between the number of registered members
and each measure of adoption.
H2-2: There will be a curvilinear relationship between the number of posters and each
measure of adoption.
H2-3: There will be a curvilinear relationship between the number of adopters and each
measure of adoption.


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