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Internet Dependency Relations and Online Activity Exposure, Involvement and Satisfaction: A Study of American and Indian Internet Users

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Abstract:

Abstract

This study examined Internet Dependency Relations (IDR) as a predictor of online consumer activities among Internet users in the U.S. and India. IDR is based on the theoretical perspective of micro-Media System Dependency theory, which postulates dependency relations between individuals and media based on the perceived helpfulness of media in meeting understanding (social/self), orientation (action/interaction) and play (social/solitary) goals. Within a context of primary online activities (e-commerce, information search, communication, and entertainment), relationships between IDR and activity exposure, involvement and satisfaction were investigated. Data were collected through a cross-sectional online survey administered to a non-probability sample of U.S. and Indian Internet users (n= 700).

Regression analysis found that generally IDR for action orientation, interaction orientation, and social understanding goals exerted a positive influence, while IDR for self understanding goals exerted a negative influence. In addition, information search activities appeared to be driven by social understanding goals, e-commerce activities by action orientation goals, communication activities by action and interaction orientation goals, and entertainment activities by play goals.

Most Common Document Word Stems:

goal (201), internet (188), involv (179), activ (178), depend (178), satisfact (98), communic (98), understand (97), onlin (94), media (92), orient (83), influenc (79), p (78), social (75), cognit (74), e (71), 05 (65), emot (64), play (64), research (61), commerc (59),

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Media Dependency Theory, Media Effects, Internet, Online Activities
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Name: International Communication Association
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MLA Citation:

Patwardhan, Padmini. and Ramaprasad, Jyotika. "Internet Dependency Relations and Online Activity Exposure, Involvement and Satisfaction: A Study of American and Indian Internet Users" Paper presented at the annual meeting of the International Communication Association, Sheraton New York, New York City, NY, <Not Available>. 2009-05-25 <http://www.allacademic.com/meta/p12774_index.html>

APA Citation:

Patwardhan, P. and Ramaprasad, J. "Internet Dependency Relations and Online Activity Exposure, Involvement and Satisfaction: A Study of American and Indian Internet Users" Paper presented at the annual meeting of the International Communication Association, Sheraton New York, New York City, NY Online <APPLICATION/PDF>. 2009-05-25 from http://www.allacademic.com/meta/p12774_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Abstract: Abstract

This study examined Internet Dependency Relations (IDR) as a predictor of online consumer activities among Internet users in the U.S. and India. IDR is based on the theoretical perspective of micro-Media System Dependency theory, which postulates dependency relations between individuals and media based on the perceived helpfulness of media in meeting understanding (social/self), orientation (action/interaction) and play (social/solitary) goals. Within a context of primary online activities (e-commerce, information search, communication, and entertainment), relationships between IDR and activity exposure, involvement and satisfaction were investigated. Data were collected through a cross-sectional online survey administered to a non-probability sample of U.S. and Indian Internet users (n= 700).

Regression analysis found that generally IDR for action orientation, interaction orientation, and social understanding goals exerted a positive influence, while IDR for self understanding goals exerted a negative influence. In addition, information search activities appeared to be driven by social understanding goals, e-commerce activities by action orientation goals, communication activities by action and interaction orientation goals, and entertainment activities by play goals.

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Document Type: application/pdf
Page count: 34
Word count: 10900
Text sample:
1 Internet Dependency Relations and Online Activity Exposure Involvement and Satisfaction: A Study of American and Indian Internet Users Padmini Patwardhan Assistant Professor College of Mass Communications Texas Tech University Lubbock TX 79409 USA padmini.patwardhan@ttu.edu 806-742-3385; 806-742-1085 (fax) and Jyotika Ramaprasad Associate Professor School of Journalism Southern Illinois University Carbondale IL 62901 USA jyotika@siu.edu; 618-453-3277 To be presented to the Mass Communication Division International Communication Association Annual Convention New York May 2005. 2 Internet Dependency Relations and Online Activity
I'm online engaged in e-commerce/information search/communication/entertainment activities….. (Five point scale from strongly agree to strongly disagree) Cognitive Involvement I pay close attention to what I'm doing I don't put mental effort into what I'm doing I'm focused I think about what I'm doing Emotional Involvement I'm emotionally engaged in what I'm doing I feel affected by what I'm doing I don't feel emotionally involved Activity Satisfaction Generally in relation to my e-commerce/information search/communication/entertainment activities I am…. (Five point scale


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