Social and Usage-Process Motivations for Consumer Internet Access

Social and Usage-Process Motivations for Consumer Internet Access

Thomas F. Stafford (University of Memphis, USA)
DOI: 10.4018/978-1-60566-687-7.ch009
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Abstract

Differences between light and heavy users of America Online are investigated using theoretical expectations derived from recent research on uses and gratifications theory. Measures of Internet-usage-process gratifications and Internet socialization gratifications were utilized to test for differences between light and heavy Internet users in the consumer market, and it was expected that heavy users would be more socially motivated in their Internet use while light users would be more motivated by gratifications related to usage processes. However, results indicate that both heavy and light users are more motivated by usage factors, although the difference between usage and social motivation was more pronounced for heavy users. Heavy users are more socially motivated than light users, but both heavy and light users show a significant preference for process uses and gratifications as compared to social uses and gratifications for Internet use.

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