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A Social Cognitive Explanation of Internet Uses and Gratifications: Toward a New Theory of Media Attendance

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Abstract:

While most of the prior research explaining Internet usage has followed the conventional uses and gratifications paradigm, some extensions and challenges to that prevailing theory of media attendance have emerged. These include the discovery of “new” gratifications overlooked in the annals of mass communication research and the introduction of powerful new explanatory variables. However, much of the extant research has focused on college students populations, while the Internet has penetrated deeply into the general population. The present study extends previous research to more diverse populations and evaluates new explanatory variables within the framework of Bandura’s (1986) Social Cognitive Theory. Respondents from two Midwestern states were contacted by mail to complete an on-line questionnaire. Among conventional Uses and Gratifications variables, expectations about participating in enjoyable activities online and expected social outcomes explained 23 percent of the variance in Internet usage. Habit strength, deficient self-regulation and Internet self efficacy combined in a stepwise multiple regression model that explained 40 percent of the variance in usage, in a model in which conventional Uses and Gratifications variables were not significant predictors. A new model of media attendance was proposed in which active consideration of uses and gratifications give way to habitual behavior and deficient self-regulation.

Most Common Document Word Stems:

internet (151), gratif (118), self (103), use (95), media (75), research (56), behavior (53), outcom (51), usag (51), social (51), regul (47), expect (43), variabl (39), habit (38), self-regul (38), laros (32), user (31), activ (31), defici (30), p (29), new (29),

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uses and gratifications, Internet, Social Cognitive Theory
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Name: International Communication Association
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MLA Citation:

Eastin, Matthew. and Larose, Robert. "A Social Cognitive Explanation of Internet Uses and Gratifications: Toward a New Theory of Media Attendance" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA, May 27, 2003 <Not Available>. 2009-05-26 <http://www.allacademic.com/meta/p111926_index.html>

APA Citation:

Eastin, M. S. and Larose, R. , 2003-05-27 "A Social Cognitive Explanation of Internet Uses and Gratifications: Toward a New Theory of Media Attendance" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA Online <.PDF>. 2009-05-26 from http://www.allacademic.com/meta/p111926_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: While most of the prior research explaining Internet usage has followed the conventional uses and gratifications paradigm, some extensions and challenges to that prevailing theory of media attendance have emerged. These include the discovery of “new” gratifications overlooked in the annals of mass communication research and the introduction of powerful new explanatory variables. However, much of the extant research has focused on college students populations, while the Internet has penetrated deeply into the general population. The present study extends previous research to more diverse populations and evaluates new explanatory variables within the framework of Bandura’s (1986) Social Cognitive Theory. Respondents from two Midwestern states were contacted by mail to complete an on-line questionnaire. Among conventional Uses and Gratifications variables, expectations about participating in enjoyable activities online and expected social outcomes explained 23 percent of the variance in Internet usage. Habit strength, deficient self-regulation and Internet self efficacy combined in a stepwise multiple regression model that explained 40 percent of the variance in usage, in a model in which conventional Uses and Gratifications variables were not significant predictors. A new model of media attendance was proposed in which active consideration of uses and gratifications give way to habitual behavior and deficient self-regulation.

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Document Type: .PDF
Page count: 36
Word count: 8502
Text sample:
A Social Cognitive Explanation of Internet Uses and Gratifications: Toward a New Theory of Media Attendance By Robert LaRose PhD Department of Telecommunication Michigan State University East Lansing MI 48824 larose@msu.edu Matthew S. Eastin PhD School of Journalism and Communication Ohio State University Columbus OH A paper submitted to the Communication and Technology Division International Communication Association November 1 2002 The authors gratefully acknowledge the assistance of the following students in collecting the data for this project: Mike Mackert
otherwise cost me money get products for free 7 The Internet is part of my usual routine I find myself going online about the same time each day I would miss the Internet if I could no longer go online 8 I have a hard time keeping my Internet use under control I sometimes have to struggle with myself to limit my time online I have to keep using the Internet more and more to get my thrill I


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