Internet Self Efficacy Scale (Eastin & LaRose, 2000) was replicated, but two

items were deleted because of potential ceiling effects. The resulting 5-item additive

scale

9

had a Cronbach alpha of .91. Gender (1 if male, 0 if female), age (in years), race

(1 if white, 0 if minority) were all assessed through single questionnaire items.

The dependent Internet usage variable was the sum of the total number of minutes

spent on the Internet in the typical weekday, the typical weekend day, and the day prior to

the survey. An inspection of the distributions of responses to these items revealed that

outliers were present and so a log10(1+value) transform was applied to each one before

summing the three items. The resulting composite index had a Cronbach alpha of .66.

**Data Analysis **

Pearson product-moment correlation coefficients, exploratory factor analysis, and

multiple regression analyses were performed using SPSS version 10.1(SPSS, Inc., 2000).

Hypothesis 6 was tested through a hierarchical stepwise regression. Following the

Uses and gratifications tradition, demographic variables were entered first, followed by

gratification dimensions, recast here as expectations of novel sensory, activity, self-

evaluative and social outcomes. Next, monetary and status outcome expectations were

entered, reflecting the two types on incentives underrepresented in conventional Uses and

gratifications research. The SCT-derived variables Internet Self-Efficacy, habit strength,

deficient self-regulation were added in the final step.

An inspection of the zero-order relationships (Table 1) revealed several

correlations between independent variables over .6, a common rule of thumb for

detecting possible multicollinearity problems, and so the SPSS multicollinearity