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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 22 three network size measures. Therefore, it can be assumed that even though the frequency of postings per adopter would be important aspect of community adoption, how long an adopter has stayed in a community would not be a crucial factor in explaining community adoption. The participation of the major contributor was found to be significant in predicting curvilinear relationships. The frequency activity of the major contributor has a significant curvilinear relationship with four measures of adoption, and the duration activity of the major contributor also has a significant curvilinear relationship with three measures of adoption in terms of duration activity. All significant relationships were curvilinear unlike in network size (See Tables 4 and 5). The participation of the major contributor was found to be significant in predicting curvilinear relationships with four measures of adoption in terms of the frequency activity, and three measures of adoption in terms of the duration activity. However, the direction of the curves were different between the frequency and the duration activities (See Tables 4 and 5). The duration activity of the major contributor negatively affected the adoption of an OSSC up to a certain point. After that point, it contributed to the increase of the adoption level. This may reflect that the present study operationalized the major contributor as an adopter who has the highest frequency of postings and has posted for two or more days of duration (if multiple adopters scored the same highest frequency, the one whose duration is the longest was identified as the major contributor). Therefore, an adopter whose frequency of postings is slightly lower but held a longer duration than the highest frequency adopter, was not identified as the major contributor. Some major contributors might hold short durations despite their high frequencies. These short durations might have negatively affect the adoption of an OSSC up to a certain level of the duration activity of the major contributor. There might be no increase or even some decreases in the frequency of postings as the duration activity of the major contributor increases. However, after that certain level, it is very likely that the frequency of postings of the major contributor increases as the duration activity increases. The increase in the frequency of postings, in turn, might have positively affect the adoption of an OSSC. This interpretation is supported by the fact that all three network size measures and the frequency activity of the major contributor did not show any significant relationship with the duration of adopter, one of the six adoption measures.

Authors: Yun, Haejin., Park, Songyi. and Kim, Hee-Jung.
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Running Head: Invisible Leverage in Adoption of Online Social Support Community
22
three network size measures. Therefore, it can be assumed that even though the frequency of
postings per adopter would be important aspect of community adoption, how long an adopter has
stayed in a community would not be a crucial factor in explaining community adoption.
The participation of the major contributor was found to be significant in predicting
curvilinear relationships. The frequency activity of the major contributor has a significant
curvilinear relationship with four measures of adoption, and the duration activity of the major
contributor also has a significant curvilinear relationship with three measures of adoption in
terms of duration activity. All significant relationships were curvilinear unlike in network size
(See Tables 4 and 5).
The participation of the major contributor was found to be significant in predicting
curvilinear relationships with four measures of adoption in terms of the frequency activity, and
three measures of adoption in terms of the duration activity. However, the direction of the
curves were different between the frequency and the duration activities (See Tables 4 and 5).
The duration activity of the major contributor negatively affected the adoption of an OSSC up to
a certain point. After that point, it contributed to the increase of the adoption level. This may
reflect that the present study operationalized the major contributor as an adopter who has the
highest frequency of postings and has posted for two or more days of duration (if multiple
adopters scored the same highest frequency, the one whose duration is the longest was identified
as the major contributor). Therefore, an adopter whose frequency of postings is slightly lower
but held a longer duration than the highest frequency adopter, was not identified as the major
contributor. Some major contributors might hold short durations despite their high frequencies.
These short durations might have negatively affect the adoption of an OSSC up to a certain level
of the duration activity of the major contributor. There might be no increase or even some
decreases in the frequency of postings as the duration activity of the major contributor increases.
However, after that certain level, it is very likely that the frequency of postings of the major
contributor increases as the duration activity increases. The increase in the frequency of postings,
in turn, might have positively affect the adoption of an OSSC. This interpretation is supported
by the fact that all three network size measures and the frequency activity of the major
contributor did not show any significant relationship with the duration of adopter, one of the six
adoption measures.


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