Computer anxiety in management: myth or reality?
Communications of the ACM
The electronic bulletin board: a computer-driven mass medium
Computers and the Social Sciences
Computer anxiety: sex, race and age
International Journal of Man-Machine Studies
International Journal of Man-Machine Studies
The influence of individual differences on skill in end-user computing
Journal of Management Information Systems
Issues and opinion on structural equation modeling
MIS Quarterly
Understanding Internet usage: a social-cognitive approach to uses and gratifications
Social Science Computer Review
A comparison of adoption models for new mobile media services between high- and low-motive groups
International Journal of Mobile Communications
Computers in Human Behavior
Explicating multitasking with computers: Gratifications and situations
Computers in Human Behavior
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Uses and gratifications (U&G) theory, aids in the assessment of peoples' motivations for media usage, access and to understand their attitude towards a particular medium. In this paper this theory has been applied to derive the Internet gratification structure of Internet users in the Indian context. This study proceeds in four stages. First, six gratifications for Internet use namely self development, wide exposure, user friendly, relaxation, career opportunities, and global exchange were identified using the exploratory factor analysis. Then the factors were subjected to confirmatory factor analysis. Next with the use of t-tests the study identified the gratifications on which males and females differ significantly. Finally, with the use of discriminant analysis it has been shown that the light and heavy users of Internet differ on some of the gratification factors obtained in the study.