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A Social Cognitive Explanation of Internet Uses and Gratifications: Toward a New Theory of Media Attendance
Unformatted Document Text:  in “fun” activities than other Internet users (a Research, 2002). Now that research has compiled an ample number of studies developing psychological motives for Internet use, and now that Internet usage reaches deeply into the general population, it is feasible to survey Internet users in the general population and determine whether the relationships among variables found in college populations can be replicated in broader populations. Hypotheses Following LaRose et al., (2001) we propose that the gratifications of the Internet, reconceptualized as outcome expectations reflecting each of the incentive categories recognized by SCT will be positively related to Internet usage. In the present study, self- evaluative and activity outcomes, combined in the previous research to attain satisfactory reliability, will be separated to match the conceptual distinction between these two incentive categories. Previously, self-evaluative outcomes were also found to predict Internet usage (LaRose et al., 2002). H1: Internet usage will be positively related to a) novel sensory, b) activity, c) social, d) status, and e) self-evaluative outcome expectations. Also consistent with earlier results, status and monetary incentives that were under-represented in prior Uses and gratifications research are expected to predict Internet usage as well: H2. Internet usage will be positively related to a) status and b) monetary outcome expectations. Although struggling novice Internet users may be especially prevalent among college freshmen, we also expect to find them in the general population. For example,

Authors: Eastin, Matthew. and Larose, Robert.
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in “fun” activities than other Internet users (a Research, 2002). Now that research has
compiled an ample number of studies developing psychological motives for Internet use,
and now that Internet usage reaches deeply into the general population, it is feasible to
survey Internet users in the general population and determine whether the relationships
among variables found in college populations can be replicated in broader populations.
Hypotheses
Following LaRose et al., (2001) we propose that the gratifications of the Internet,
reconceptualized as outcome expectations reflecting each of the incentive categories
recognized by SCT will be positively related to Internet usage. In the present study, self-
evaluative and activity outcomes, combined in the previous research to attain satisfactory
reliability, will be separated to match the conceptual distinction between these two
incentive categories. Previously, self-evaluative outcomes were also found to predict
Internet usage (LaRose et al., 2002).
H1: Internet usage will be positively related to a) novel sensory, b) activity, c)
social, d) status, and e) self-evaluative outcome expectations.
Also consistent with earlier results, status and monetary incentives that were
under-represented in prior Uses and gratifications research are expected to predict
Internet usage as well:
H2. Internet usage will be positively related to a) status and b) monetary outcome
expectations.

Although struggling novice Internet users may be especially prevalent among
college freshmen, we also expect to find them in the general population. For example,


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