Exploring the Adoption of Zoom Cloud Meeting under the Perception of Diffusion of Innovation theory

Abstract

This study used the diffusion of innovation theory to explore the spread of the Zoom cloud meeting platform among Palestinian users in order to determine its extent among those who use it at work, whether they are students, academic professors, trainees in online courses, or employees, to comprehend the factors that contributed to the acceptance and adoption of this platform, and to discover how the Palestinian users benefit from this Platform, and to identify the factors that could result in a poor diffusion and adoption of this new technology.

This qualitative study utilized semi – structured interviews to accomplish the goals of the research and answer its questions. These interviews were based on a pre-established set of questions which were asked to all respondents. Semi- structured interviews were chosen as a tool for study because it's a flexible tool and gives the opportunity to ask follow-up questions (Brenne, 2017) in order to delve more deeply into topics addressed. Ten interviews were done with diverse Palestinian Zoom platform users to discover the characteristics and determinants that motivate them to use and adopt it in order to have a clear idea about the factors that helped in Zoom platform diffusion in the Palestinian society. The interviews also aimed to reveal the reasons that might affect the platform rejection.

The study found that COVID 19 pandemic and the subsequent employment of distance education primarily contributed to the diffuse of Zoom among university professors and students. The fact that Zoom is free, easy to use, and does not require prior technical ability to run and use are the most significant factors that influenced users to adopt it. Zoom is used by Palestinians to hold lectures and attend meetings. In situations where face-to-face communication is challenging, they also use it.