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A Social Cognitive Explanation of Internet Uses and Gratifications: Toward a New Theory of Media Attendance
Unformatted Document Text:  diagnostics were run. The maximum VIF (variance inflation factor) was 2.83 and maximum condition index was 18.5, which were deemed acceptable. RESULTS The results shown in Table 2 show that Hypothesis 1 was fully supported. Internet usage was positively related to measures of a) novel sensory (r = .338, p < .001), b) activity (r = .428, p < .001), c) social (r = .429, p < .001), d) status (r = .528, p < .001), and e) self-evaluative (r = .392, p < .001) outcome expectations. Consistent with Hypothesis 2, Internet usage was also positively related to status (r = .528, p < .001) and monetary outcome expectations (r = .266, p < .001). Internet Self-Efficacy (r = .405, p < .001), habit strength (r = .494, p < .001), and deficient self-regulation (r = .469, p < .001) were also related to Internet usage as predicted by Hypotheses 3, 4, and 5, respectively. Stepwise multiple regression results are shown in Table 2. The prediction equation that resulted after each block of variables was entered is shown, along with the associated regression statistics. None of the demographic variables emerged as significant predictors, although ethnicity had a significant, but low, zero-order correlation with the dependent variable (r = -.157 p < .05). After the outcome expectation variables corresponding the most closely to conventional Uses and gratifications factors were added, a significant (F 2,164 = 26.023, p < .001, R = .491, corrected R 2 = .232) regression equation was obtained (labeled “Uses and gratifications” in Table 2). Social ( E = ..290, t = 3.76, p < .001), and Activity ( E = .282, t = 3.65, p < .001) outcome expectations were significant predictors. In the next model (labeled “Uses and gratifications+” F 3,163 = 22.355, p < .001, R = .540, corrected R 2 = .278), to which gratification dimensions atypical of conventional Uses and gratifications research were added, status outcome

Authors: Eastin, Matthew. and Larose, Robert.
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diagnostics were run. The maximum VIF (variance inflation factor) was 2.83 and
maximum condition index was 18.5, which were deemed acceptable.
RESULTS
The results shown in Table 2 show that Hypothesis 1 was fully supported. Internet
usage was positively related to measures of a) novel sensory (r = .338, p < .001), b)
activity (r = .428, p < .001), c) social (r = .429, p < .001), d) status (r = .528, p < .001),
and e) self-evaluative (r = .392, p < .001) outcome expectations. Consistent with
Hypothesis 2, Internet usage was also positively related to status (r = .528, p < .001) and
monetary outcome expectations (r = .266, p < .001). Internet Self-Efficacy (r = .405, p <
.001), habit strength (r = .494, p < .001), and deficient self-regulation (r = .469, p < .001)
were also related to Internet usage as predicted by Hypotheses 3, 4, and 5, respectively.
Stepwise multiple regression results are shown in Table 2. The prediction
equation that resulted after each block of variables was entered is shown, along with the
associated regression statistics. None of the demographic variables emerged as
significant predictors, although ethnicity had a significant, but low, zero-order correlation
with the dependent variable (r = -.157 p < .05). After the outcome expectation variables
corresponding the most closely to conventional Uses and gratifications factors were
added, a significant (F
2,164
= 26.023, p < .001, R = .491, corrected R
2
= .232) regression
equation was obtained (labeled “Uses and gratifications” in Table 2). Social (
E
= ..290, t
= 3.76, p < .001), and Activity (
E
= .282, t = 3.65, p < .001) outcome expectations were
significant predictors. In the next model (labeled “Uses and gratifications+” F
3,163
=
22.355, p < .001, R = .540, corrected R
2
= .278), to which gratification dimensions
atypical of conventional Uses and gratifications research were added, status outcome


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