Uses and Gratifications
and Internet Profiles: A Factor Analysis Is Internet Use and Travel to
Cyberspace Reinforced by
SHARON A. ANGLEMAN
ARKANSAS STATE UNIVERSITY,
JONESBORO, DECEMBER 2000
Project Presented to Dr. Gil Fowler, Professor of Journalism, and the
ASU College of Communications in Partial Fulfillment of the Requirements
of Applied Research in Mass Communications, December 2000. Paper
presented at the Western Science Social Association 2001 Conference held
in Reno, NV.
Uses and Gratifications and Internet Profiles: A Factor Analysis.
Is Internet Use and Travel to Cyberspace Reinforced
by Unrealized Gratifications?
spite of the rich environment into which the Internet was born, or
possibly because of it, there are few working theories to explain
the phenomena of the Internet. Effects, experiences, motivations and
applications are not easily understood or defined. The vast dimension
into which it expands reaches into areas modern sociological sciences
have little experience with. A firm understanding of individual motivations
related to the Internet could help media researchers to better understand
media effects and the Internet. Changes have been measured in everything
from personal relationships, socialization, courtships and leisure
activities to advertising, journalism, banking, research and education.
Consumers, students, business-owners, medical patients, activists,
poets and lovers all find something of value on the World Wide Web.
This paper attempts to identify user patterns by using factor analysis
to group like characteristic. Research begins by analyzing prior research
related to the uses and gratification theory and media choice and
usage. Existing needs and theories are modified and applied to Internet
usage. It was hypothesized that the need for control and the locus
of control would have a bearing on the level of usage. An online survey
of 100 items generated data, and seven groups of users are identified.
Correlations between independent variables are also analyzed in attempt
to support group characteristics. Control as a motivator of Internet
use accounts for 23% of the variances found within this data. The
type of control sought differs between internal and external locus
of control users. Control is found to be a factor for ungratified
users as well.
and Gratifications and Internet Profile Study Index
free to cite material in this study, but please provide this reference:
S. (December, 2000). Uses and Gratifications and Internet Profiles:
A Factor Analysis. Is Internet Use and Travel to Cyberspace Reinforced
by Unrealized Gratifications? Paper presented at the Western
Science Social Association 2001 Conference held in Reno, NV. <http://www.jrily.com/LiteraryIllusions/InternetGratificationStudyIndex.html>
(date of access).
factor analysis and other detailed data is available upon request
(SPSS format, IBM)). For information or comments concerning this
study, please contact, Sharon Angleman at firstname.lastname@example.org Visit
my home site at http://www.jrily.com/LiteraryIllusions
for other journalistic materials.