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A Social Cognitive Explanation of Internet Uses and Gratifications: Toward a New Theory of Media Attendance
Unformatted Document Text:  H4: Internet habit strength will be positively related to Internet usage. H5: Deficient Internet Self-Regulation will be positively related to Internet usage. Also consistent with LaRose et al. (2001), the new variables should improve upon the predictive power of conventional demographic and Uses and gratifications dimensions. Race (Hoffman & Novak, 1998) and gender (AAUW, 2000) have been suggested as relevant demographic variables explaining Internet usage. H6: Status and monetary incentives, habit strength, Internet self-efficacy and deficient Internet self-regulation will be positively related to Internet usage after controlling for demographic variables and conventional uses and gratifications dimensions. RESEARCH METHODS Procedure Adult Internet users were the population of interest. To obtain a diverse sample of the general population of adult Internet users, respondents were recruited by mail from two Midwestern communities to complete an on-line survey. Both of the communities surveyed included the “home town” of a major university and several surrounding counties. A commercial mailing list vendor provided a random sample of household addresses in the designated communities. The initial mailing included a letter advising respondents of the purpose of the study and their rights as human subjects. Half the letters requested that the survey be filled out by a male head of household and the other

Authors: Eastin, Matthew. and Larose, Robert.
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H4: Internet habit strength will be positively related to Internet usage.
H5: Deficient Internet Self-Regulation will be positively related to Internet usage.
Also consistent with LaRose et al. (2001), the new variables should improve upon
the predictive power of conventional demographic and Uses and gratifications
dimensions. Race (Hoffman & Novak, 1998) and gender (AAUW, 2000) have been
suggested as relevant demographic variables explaining Internet usage.
H6: Status and monetary incentives, habit strength, Internet self-efficacy and
deficient Internet self-regulation will be positively related to Internet usage after
controlling for demographic variables and conventional uses and gratifications
dimensions.
RESEARCH METHODS
Procedure
Adult Internet users were the population of interest. To obtain a diverse sample of
the general population of adult Internet users, respondents were recruited by mail from
two Midwestern communities to complete an on-line survey. Both of the communities
surveyed included the “home town” of a major university and several surrounding
counties.
A commercial mailing list vendor provided a random sample of household
addresses in the designated communities. The initial mailing included a letter advising
respondents of the purpose of the study and their rights as human subjects. Half the
letters requested that the survey be filled out by a male head of household and the other


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