Running Head: Invisible Leverage in Adoption of Online Social Support Community

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which indicates opposite directional changes between the duration activity of the major

contributor and each of the three adoption measures (See Table 5). As the duration activity of

the major contributor increased, the three adoption measures decreased to a certain point, and

then, increased after that point.

The major contributor’s duration activity accounted for 12.2% of the total variance

(p<.01) in terms of the average duration of adopter, for 13.2% (p<.01) in terms of the average

duration of adopter excluding the major contributor, and for 3.4% (p<.01) in terms of the

proportion of adopters among posters.

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*Discussion*

The present study found that there exist four curvilinear relationships between network

size measures and adoption measures – 1) between the number of posters and the frequency of

postings per adopters excluding the major contributor, 2) between the number of posters and

network activeness, 3) between the number of adopters and the frequency of postings per

adopters excluding the major contributor, and 4) between the number of adopters and the

proportion of adopters among posters. Additionally, there were nine positive linear relationships

found between network size measures and adoption measures. All four significant relationships

were positive linear in the number of registered members, two out of all four significant

relationships in the number of posters, and three out of all five significant relationships in the

number of adopters (Refer to R-square in Tables 1 to 3). The number of registered members

only showed positive linear relationships with OSSC adoption. This is probably because Yahoo

arranges its lists of communities in each category by the total number of registered members.

Communities are ordered by the highest number of registered members. If somebody visits

Yahoo to search for an OSSC, he or she is very likely to initially try several top-ranked

communities in the lists, then choose one of them. This information, however, may be somewhat

misleading because the number of registered members does not always correspond to the number

of adopters or the number of posters. Generally, relationships between network size and

adoption are closer to linear than curvilinear.

When it comes to the adoption measures, the duration of adopter among six adoption

measures has not played any important role in explaining adoption of health related communities.

Duration of adopter did not show any significant linear or curvilinear relationships with any of