Abstract
Previous research has not linked the perspectives of social influence, interpersonal discourse, and behavioral theory to study new media diffusion. The current study integrated these perspectives by incorporating theory of planned behavior with the concepts of normative beliefs and interpersonal communication to explain podcast-adoption intention. A cross-sectional sample responded to a survey online. Results show that descriptive norm and perceived control were significant predictors of attitude; injunctive norm was a significant predictor of perceived control. Social discourse, perceived descriptive norm, and attitude had a direct effect on podcast-adoption intention; perceived control and injunctive norm had an indirect effect in contrast.
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