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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 21 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. 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

Authors: Yun, Haejin., Park, Songyi. and Kim, Hee-Jung.
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Running Head: Invisible Leverage in Adoption of Online Social Support Community
21
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.
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


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