The adoption and integration of technology is limited in K-12 contexts worldwide, including in the Middle East. Based on the work of Everett Rogers (1995) and his disciplines, studies in the United States indicate that teachers' perceptions towards the attributes of technology (relative advantage, compatibility, complexity, trialability and observability) reflect the extent by which technology is used. Furthermore, teachers' characteristics and the support environment provided can potentially encourage or inhibit the adoption of technologies. This multiple case study was designed to show the applicability of Rogers' diffusion of innovation theory in Kuwait public school systems. The study was conducted with eight female Kuwaiti teachers in two primary public schools. A qualitative methodology was employed using interviews, participant observations, and physical artifacts for collecting data. The study reveals that Rogers' three attributes relative advantage, compatibility and observability (result demonstrability) contributed to use, while complexity and observability (visibility) limited use. Prior experience and practice, motivational support provided by the school administration and department head, and teachers' voluntary decisions on the type of technologies to use encouraged use. Anxiety from lack of functionality of devices and extra time and effort in preparing materials, centralized decision-making on technology purchases, budget constraint, and limited access to technology and classrooms in which devices are located were factors that limited teachers' use. The study showed that Kuwaiti teachers' acceptance of technology varied along the continuum, where some teachers were early adopters and some were laggards. Support initiatives are needed from the Ministry of Education and school administration, in order to facilitate technology adoption and use in Kuwaiti schools. / Ph. D.

2012年愛爾達體育台取得倫敦奧運的台灣區獨家媒體版權，並與中華電信合作推出「多螢一雲」服務，讓使用者能夠透過中華電信MOD、Hichannel網站與行動載具上的Hami App收看賽事直播。根據尼爾森於奧運會後所進行之媒體研究指出，愛爾達體育台的觀眾廣度雖僅略微成長，但是觀眾的收視忠誠度則明顯升高。本研究以科技接受模型為主要研究架構，結合創新事物特質與品牌忠誠度，探討愛爾達體育台的多平台服務之特質，是否影響到使用者的採用意願，甚至更進一步提升對該頻道的忠誠度。研究結果顯示，愛爾達體育台的「多螢一雲」服務之創新特質，確實會透過影響使用者的認知有用性、認知易用性與態度，而提升採用意願，並增強收視後的頻道忠誠度。 / In 2012, ELTA Sports obtained the exclusive London Olympics media rights in Taiwan and launched “Three Screens and A Cloud” service with Chunghwa Telecom, which enabled users to watch sports live-broadcasting through Chunghwa Telecom MOD, Hichannel website and Hami App. According to AGB Nielson Media Research, although the breadth of audience grew slightly, the brand loyalty to ELTA Sports had an obvious increase after London Olympics. This research takes Technology Acceptance Model as the main structure and combines Attributes of Innovations and Brand Loyalty to discuss whether the attributes of ELTA’s multi-platform service affects users’ adoptive intention and even increases loyalty to the channel or not. As a result, the attributes of “Three Screens and A Cloud” service indeed enhance the audiences’ adoptive intention and brand loyalty to ELTA Sports through affecting their Perceived Usefulness, Perceived Ease of Use and Attitude toward Using.