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Abstract

Reports results of a questionnaire study to identify factors that affect diffusion of usage of online end user literature searching. 15 factors clustered into 3 attribute sets (innovation attributes, organizational attributes, and marketing attributes) were measured to study their effect on the diffusion of online searching within institutions. A random sample of 67 academic health sciences centres was selected and 1335 library and informatics staff members at those institutions were surveyed by mail with electronic mail follow up. Multiple regression analysis was performed. 2 dependent variables: internal diffusion (spread of diffusion); and infusion (depth of diffusion), were measured. There was little correlation between them, indicating they measured different things. 15 independent variables clustered into 3 attribute sets were measured. The innovation attributes set was significant for both internal diffusion and infusion and significant individual variables were visibility for internal diffusion and image enhancement effects (negative relation) as well as visibility for infusion (depth of diffusion). Organizational attributes were also significant predictors for both dependent variables. No individual variables were significant for internal diffusion. Marketing attributes were not significant predictors. Concludes that successful diffusion of online searching is dependent on the visibility of the systems, communication among, rewards to, and peers of possible users who promote use (champions)