A Typology-Based Approach to Tracing-App Adoption During the COVID-19 Pandemic: The Case of the SwissCovid App
Contact tracing technology has been introduced in many countries as part of the COVID-19 containment strategy. However, research indicates that current adoption rates are too low for tracing apps to be effective. To address the complexity of app adoption, a typology-based approach is presented that...
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| Format: | Article |
| Language: | English |
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HOPE
2021-04-01
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| Series: | Journal of Quantitative Description: Digital Media |
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| Online Access: | https://journalqd.org/article/view/2556 |
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| author | Sarah Geber Thomas Friemel |
| author_facet | Sarah Geber Thomas Friemel |
| author_sort | Sarah Geber |
| collection | DOAJ |
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Contact tracing technology has been introduced in many countries as part of the COVID-19 containment strategy. However, research indicates that current adoption rates are too low for tracing apps to be effective. To address the complexity of app adoption, a typology-based approach is presented that differentiates between refusers who generally reject app adoption, ditherers who hesitate to adopt the app, adopters who have downloaded and activated the app, and de-adopters who had installed the app but later uninstalled it. A national online survey of N = 1,535 participants in Switzerland revealed significant differences among these groups of people regarding their perceptions about app-related benefits and costs, knowledge about data handling in technology, and app-related opinion leadership. The results indicate that communication strategies that aim to enhance the rate of app adoption should focus on ditherers and adopters; the former are the most promising target group for behavioral change efforts, and the latter seem to be the best means to reach out to this promising group.
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| format | Article |
| id | doaj-art-1f9f9065a6464db9afebb7f0418f67a1 |
| institution | Kabale University |
| issn | 2673-8813 |
| language | English |
| publishDate | 2021-04-01 |
| publisher | HOPE |
| record_format | Article |
| series | Journal of Quantitative Description: Digital Media |
| spelling | doaj-art-1f9f9065a6464db9afebb7f0418f67a12025-08-20T04:01:57ZengHOPEJournal of Quantitative Description: Digital Media2673-88132021-04-01110.51685/jqd.2021.007A Typology-Based Approach to Tracing-App Adoption During the COVID-19 Pandemic: The Case of the SwissCovid AppSarah GeberThomas Friemel0University of Zurich Contact tracing technology has been introduced in many countries as part of the COVID-19 containment strategy. However, research indicates that current adoption rates are too low for tracing apps to be effective. To address the complexity of app adoption, a typology-based approach is presented that differentiates between refusers who generally reject app adoption, ditherers who hesitate to adopt the app, adopters who have downloaded and activated the app, and de-adopters who had installed the app but later uninstalled it. A national online survey of N = 1,535 participants in Switzerland revealed significant differences among these groups of people regarding their perceptions about app-related benefits and costs, knowledge about data handling in technology, and app-related opinion leadership. The results indicate that communication strategies that aim to enhance the rate of app adoption should focus on ditherers and adopters; the former are the most promising target group for behavioral change efforts, and the latter seem to be the best means to reach out to this promising group. https://journalqd.org/article/view/2556technology adoptiondiffusionprivacy calculusopinion leadershipdigital contact tracingCOVID-19 |
| spellingShingle | Sarah Geber Thomas Friemel A Typology-Based Approach to Tracing-App Adoption During the COVID-19 Pandemic: The Case of the SwissCovid App Journal of Quantitative Description: Digital Media technology adoption diffusion privacy calculus opinion leadership digital contact tracing COVID-19 |
| title | A Typology-Based Approach to Tracing-App Adoption During the COVID-19 Pandemic: The Case of the SwissCovid App |
| title_full | A Typology-Based Approach to Tracing-App Adoption During the COVID-19 Pandemic: The Case of the SwissCovid App |
| title_fullStr | A Typology-Based Approach to Tracing-App Adoption During the COVID-19 Pandemic: The Case of the SwissCovid App |
| title_full_unstemmed | A Typology-Based Approach to Tracing-App Adoption During the COVID-19 Pandemic: The Case of the SwissCovid App |
| title_short | A Typology-Based Approach to Tracing-App Adoption During the COVID-19 Pandemic: The Case of the SwissCovid App |
| title_sort | typology based approach to tracing app adoption during the covid 19 pandemic the case of the swisscovid app |
| topic | technology adoption diffusion privacy calculus opinion leadership digital contact tracing COVID-19 |
| url | https://journalqd.org/article/view/2556 |
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