Multivariate data analysis with readings (2nd ed.)
Multivariate data analysis with readings (2nd ed.)
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HICSS '99 Proceedings of the Thirty-Second Annual Hawaii International Conference on System Sciences-Volume 1 - Volume 1
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As wireless broadband is rapidly emerging around the world, this paper investigates the uses and gratifications of wireless portable Internet in Korea. Methodology includes exploratory factor analysis, confirmatory analysis, and multiple regression analysis of subsequent theoretical constructs. Results describe four key dimensions related to consumer use of wireless broadband, including process, content, and social gratifications, as previously found in studies of the Internet, as well as an embedded gratification that is unique to wireless broadband use. All four dimensions of gratification are relevant to managing wireless broadband, and measures developed from the gratification profiles identified here can serve as trait-valid scales in new virtual reality.