Communications of the Association for Information Systems


The paper identifies characteristics of early adopters of the Internet café business in a developing country. The study is based on innovation diffusion and entrepreneurship theory and uses a combination of in-depth interviews and survey methodologies. The data, obtained in Indonesia, show that most early adopters are highly educated, have previous IT-related work experience, and score high on the 'entrepreneurial readiness' variable. Students and youngsters are the main market segments. Early and late adopters alike are innovative. Innovation diffusion depends on adequate infrastructure and awareness among potential customers. Policy recommendations include increasing government commitment to infrastructure development to provide more equitable access to information in society.