Mediating Effect of Personal Characteristics on the Relationship between Diffusion and Adoption of Telecentre with Value Creation

Abstract

This paper examines the mediating effect of personal characteristics of respondents in the rural areas and the extent of its effect on the diffusion and adoption of the telecentre. Understanding the personal characteristics of the participants is needed in order to encourage better participation. A survey was conducted among participants of telecentres situated in rural areas in the northern states of Malaysia. Results showed that whilst family size had a significant effect on the relationship between adoption with value creation, diffusion and other personal characteristics were found not to affect the relationships. The results have important implications to sustainability of the telecentre, in which focus should be placed in small-sized families rather than based on background and other demographic profile of participants.