Uses and Gratifications and Internet Profiles:
A Factor Analysis
Part 7

BY SHARON A. ANGLEMAN
ARKANSAS STATE UNIVERSITY, DECEMBER 2000


 

USER CHARACTERISTICS:

Profiles are based on limited information and exploratory analysis. The references to users and their characteristics in the following profiles are based only on the respondents of this survey. Groups may not include measurement reports for all of the same variables. Characteristics are identified only if they measured significant levels for that group. If particular variables are not addressed for a group profile, it is because that variable showed no weighted significance for that group.

Listings of the highest positive and negative loadings indicate that compared to all eight groups, that particular group carried the highest loading (+/-) for that category or subcategory.

 

Type 1 –Gratified Control External LOC Users

Type 1 users are unwilling to communicate and display high external LOC. They are generally satisfied with interpersonal communications, but seem to receive greater satisfaction of needs on the Internet. Loneliness is also a high motivator for Internet activities and users report a moderate to low number of meaningful interpersonal relationships. They place considerable value on Internet control. They rank highest in enjoying the ability to do what they want and to act how they want on the Internet. They are the most likely group to role-play on the Internet and are unlikely to view the Internet as just another tool. They use the Internet for a diverse number of reasons, including procrastination, loneliness, relaxation, escape, games, chat, information and instant messaging. This group measures moderate to high Internet gratification. They measure the second highest in experiencing a sense of meta-connectedness. They do not measure a dependency on the Internet, but appear to be quite active. This group is likely to be younger.

High Positive Loadings: Internet relax, Internet control, Internet inclusion, unwilling to communicate, Internet role play, external locus

High Negative Loadings: willing to communicate, Internet ungratified, internal locus, age

Key Point Summary:

  • Active, aggressive users
  • Escape and role play
  • Value Internet control and independence
  • Unwilling to communicate
  • External locus of control
  • Loneliness, fewer meaningful interpersonal relationships
  • Moderate/High Internet gratification
  • Experience meta-connectedness

Figure 1 reports the highest and lowest loadings for each item. These loadings form the basic despription of the group. Highest loadings are in bold and lowest loadings are in italics. Appendix B lists all loadings over .10 for each item and all groups.

Figure 1 - Group 1 Loadings

ITEM

LOAD

ITEM

LOAD

Escape – The Internet is a nice break from routine

.702

Use – I use instant messaging

.267

Relax – I use the Internet to relax

.700

Inclusion – I use the Internet because I need to talk to someone

.483

Pleasure – I use the Internet because it’s entertaining

.697

Unwillingness to communicate Most people don’t really know me

.469

Relax – I use the Internet because it make me feel less tense

.680

Escape – I use the Internet to role/play

.455

Inclusion - On the Internet I can talk to different people

.666

LOC/External – I sometimes feel life is kicking me around

.448

Pleasure – The Internet is stimulating

.639

Escape – I use the Internet to put other things off

.438

Control – On the Internet I can do what I want to

.545

Gratified – The Internet is just another tool

-.423

Control – On Internet I can act how I want to

.538

Loc/internal – Friends depend on me

-.310

Inclusion – I use the Internet to keep up with popular sites

.524

Inclusion – I talk with others because I like to know someone is there

-.148

Pleasure – I use the Internet because it’s exciting

.520

Loc/internal – I can do anything I set my mind to

-.244

Escape – I use the Internet to get away from pressure

.509

Loc/internal – What happens to me depends on me

-.319

Ungratified – I use the Internet only when I have to

-.355

Unwillingness to communicate – I often wish I had more friends

.381

Age

-.158

 

Type 2 – Gratified Independent Internal LOC Users

Type 2 users are highly gratified in their interpersonal relationships and measure a strong internal locus of control. There is some measurement of control in interpersonal relationships. Members are willing to communicate and rank highest in using the Internet for research, information and to keep in touch with others. The also use the Internet for escape and relax. They are unlikely to use the Net for games, chat or instant messaging. They use the Internet moderately and show no dependency or attachment to it. They think the Internet has taken warmth out of communications and are fairly uninterested in control on the Internet They do, however, value the ability to work online at their own pace. They are generally satisfied with the Internet and view it as moderately important.

High Positive Loadings: Internal LOC, Interpersonal gratification (pleasure, inclusion, affection), willing to communicate, some Internet inclusion, Internet information, research, Internet pleasure, Internet relax, Internet escape, Internet inclusion

High Negative Loadings: High Internet gratification, role-play, meta-connectedness, external LOC

Key Point Summary

  • Moderately active users
  • Highly gratified interpersonal
  • Willing to communicate
  • Internet research, information
  • Value work at own pace
  • No attachment to the Internet

  • Generally satisfied with Internet

Figure 2 reports the highest and lowest loadings for each of the items. These loadings form the basic description of the group. Highest loadings are in bold and lowest loadings are in italics. Appendix B lists all loadings over .10 for each item and all groups.

Figure 2 - Group 2 Loadings

ITEM

LOAD

ITEM

LOAD

Unwillingness to communicate Most people don’t really know me

-.298

Information - It’s easy to get information on the Internet

.348

Escape – I use the Internet to role/play

-.237

LOC/External – What is going to happen, will happen

.200

Affection–I talk w/ others because I’m concerned

.690

Highly Gratified – If I could do everything online, I would

-.170

Inclusion – I talk with others because I like to know someone is there

.666

Highly Gratified – I don’t know how I got by before the Internet

-.183

Pleasure – Talking w/others is stimulating

.646

Highly Gratified – I Internet feels like an old friend sometimes

-.133

Affection – I talk with others to thank them

.591

Meta-connection- Sometimes I feel I’m crossing dimensions on the Internet

-.132

Relax – Talking with others is relaxing

.578

Unwillingness to communicate My relationships have little meaning

-.176

Pleasure – Talking with others is exciting

.576

Unwillingness to communicate /Control – I don’t usually ask for advice when I work on something

-.235

Pleasure – Talking w/others is entertaining

.565

LOC/External – Luck has a lot to do with what happens to me

-.264

Relax – I talk w/others because it’s a pleasant rest

.557

Information - I use the Internet to get information

.296

Inclusion – I talk w/others because I need someone to talk to

.546

Willingness to communicate – My friends mostly understand me

.513

Willingness to communicate – Most people think I’m friendly and outgoing

.497

Affection – I talk to others to help them

.508

Willing to communicate – I like group discussions

.490

Inclusion/Unwillingness – I use the Internet to keep in touch with others

.349

Information – I use the Internet to help with research

.439

Loc/internal – I can do anything I set my mind to

.385

 

Type 3 – Highly Gratified Control Internal Users

Type 3 users rank highest in High Internet gratification. These users measure a high dependency on the Internet and experience a high sense of meta-connectedness. They value convenience and independence on the Internet, and they are most likely to use the Internet for the control they feel it gives them. They rank highest in the primary Internet control item (item 33) and they rank second in appreciating the ability to do and act how they want to online. Members indicate that they would do "everything on line if they could." These users are most likely to role-play, gather information and conduct research online. They also use the Internet for inclusion and rank highest in email use. This group has an internal LOC and appears to be fairly willing to communicate. Interpersonal gratification is moderate. Members tend to be somewhat older and have higher slightly educations.

High Positive Loadings: Internet highly gratified, Internet dependency, meta-connectedness, Internet control, internal LOC,

High Negative Loadings: Unwilling to communicate, external LOC, ungratified Internet

Key Point Summary

  • Active, aggressive users
  • Internal locus of control
  • Willing to communicate
  • High meta-connectedness
  • High Internet gratification
  • Internet dependency
  • Internet control

Figure 3 reports the highest and lowest loadings for each of the items. These loadings form the basic description of the group. Highest loadings are in bold and lowest loadings are in italics. Appendix B lists all loadings over .10 for each item and all groups.

Figure 3 - Group 3 Loadings

ITEM

LOAD

ITEM

LOAD

Loc/internal – Friends depend on me

.295

Meta-connection – I feel connected to so many things on the Internet

.509

Affection – I talk with others to thank them

-.191

Gratified – I am usually satisfied with Internet results

.486

Highly Gratified – If I could do everything online, I would

.693

Control – It is more convenient talking to people through the Internet

.478

Highly Gratified – I don’t know how I got by before the Internet

.681

Meta-connection – When I’m on the Internet I feel like I’m traveling the world

.440

Highly Gratified – I depend a lot on the Internet

.658

Loc/internal – I can usually protect my interests

.422

Highly Gratified – I Internet feels like an old friend sometimes

.589

Loc/internal – What happens to me depends on me

.385

Highly Gratified - I found surprises on the Internet

.549

Loc/external – I have little control over what happens to me

-.188

Control - When using the Internet, I feel like I have lots of knowledge at my fingertips

.547

Ungratified– The Internet is not near what people say about it

-.113

Meta-connection- Sometimes I feel I’m crossing dimensions on the Internet

.544

Ungratified– The Internet has taken a lot of the warmth out of communications

-.246

Control – I use the Internet because I feel more in control

.544

Information – I use the Internet to learn new things

.291

Highly Gratified – I use the Internet much more than I expected I would

.537

Control – I use the Internet because it’s more convenient than library

.352

Gratified – Internet satisfies my expectations in general

.532

Use – newsgroups and listserves

-.202

Control – I can use Internet at own pace

.531

Use – I use email

.207

 

Type 4 –Agitated Introvert Users

Type 4 users are highly unwilling to communicate and display a strong external LOC. Users in this group have few meaningful relationship and appear to receive minimal gratification from interpersonal communication. Most interpersonal communications appear to be motivated by loneliness, and there is moderate satisfaction in this area. Control in interpersonal relationships is minimal. They report moderate satisfaction from Internet communications and appear to be more active online than they are in interpersonal activities. Control is a relevant factor in Internet use. They are likely to use the Internet for relaxation, escape and affection. Members report low use on specific Internet activities, yet they display fairly high loadings for Internet motivations. There is some indication that these users will use the Internet in spite of feeling frustration with it. Members have typically been online longer than the other groups.

High Positive Loadings: Unwilling to communicate, external LOC, loneliness

High Negative Loadings: Willing to communicate

Key Point Summary

    • Passive, moderate users
    • Unwilling to communicate
    • Value control on the Internet
    • External locus of control
    • Low value for interpersonal communication
    • High levels of loneliness
    • Few meaningful relationships
    • Moderately gratified on Internet

Figure 4 reports the highest and lowest loadings for each of the items. These loadings form the basic description of the group. Highest loadings are in bold and lowest loadings are in italics. Appendix B lists all loadings over .10 for each item and all groups.

Figure 4 - Group 4 Loadings

ITEM

LOAD

ITEM

LOAD

Pleasure – Talking w/others is stimulating

-.121

Unwillingness to communicate – I often get nervous when speaking to others

.772

Pleasure – Talking with others is exciting

-.167

Unwillingness to communicate – I am often afraid to speak up

.715

Willingness to communicate – My friends mostly understand me

-.353

Unwillingness to communicate – I am often shy

.682

Willingness to communicate - Friends listen to me

-.362

Unwillingness to communicate – I often wish I had more friends

.611

Willingness to communicate – Most people think I’m friendly and outgoing

-.378

Inclusion – I talk w/others because I feel less lonely

.522

Highly Gratified – I use the Internet much more than I expected I would

-.133

Affection – The Internet distracts from loneliness

.518

LOC/External – Many things about my life are controlled by others

.364

Unwillingness to communicate My relationships have little meaning

.518

Use – research/telnet

-.115

Loc/external – I have little control over what happens to me

.507

Use – News/Information

-.254

Unwillingness to communicate – I would rather listen than talk

.445

Time – total time on the Internet

-.210

Willingness to communicate – it is easy to talk to strangers

-.380

Use – I use email

-.213

Unwillingness to communicate /Control – I don’t usually ask for advice when I work on something

.342

Control – I talk w/others to get something I don’t have

-.211

Control – I talk w/others to tell them what to do/instruct

-.177

 

Type 5 - Ungratified Cycle Users

This group is the least gratified by the Internet Users have strong external LOC and are mixed in their willingness to communicate. The only considerable ranking related to interpersonal communications is the tendency to procrastinate. They consider the Internet just another tool and have difficulty finding information. They tend to think the Internet is over-rated and that it has taken warmth out of interpersonal relationships. Users view the Internet as more convenient than the library and they value the sense of control experienced. And while they report that the Internet is usually avoided, they do show fairly active involvement in games, chat, role-play, gathering information and activities causing procrastination of other tasks. Oddly, these users report the highest likelihood for continued use in spite of the difficulty they have in finding information, the highest level of continued use of seeking information even though an easier method might be available, and fairly high levels of meta-connectedness. They also rank highest for agreement with the item, "I would rarely talk to others if it were not for the Internet" These members are likely to be lower-level college students.

High Positive Loadings: external LOC, Internet ungratified,

High Negative Loadings: Internet research, Internet relax, education, Internet gratification

Key Point Summary

    • External locus of control
    • Moderate/High value Internet control
    • Internet Highly ungratified
    • Highest likely continued use
    • Moderately meta-connected

Figure 5 reports the highest and lowest loadings for each of the items. These loadings form the basic description of the group. Highest loadings are in bold and lowest loadings are in italics. Appendix B lists all loadings over .10 for each item and all groups.

Figure 5 - Group 5 Loadings

ITEM

LOAD

ITEM

LOAD

Relax – I use the Internet to relax

-.190

Ungratified – Things are often difficult to find on the Internet

.709

Pleasure – The Internet is stimulating

-.124

Ungratified – I am often disappointed with my Internet experience

.694

Inclusion – I use the Internet to keep up with popular sites

-.147

Highly Gratified/Control – I often get frustrated on the Internet but continuing using it anyway

.693

Gratified – The Internet is just another tool

.423

Ungratified– The Internet is not near what people say about it

.673

Highly Gratified – I depend a lot on the Internet

-.167

Ungratified – All the talk about the Internet is a bunch of hype

.550

Control - When using the Internet, I feel like I have lots of knowledge at my fingertips

-.256

Highly Gratified/Control – I often spend a long time looking for something on the Internet when this is an easier way to find it

.499

Gratified – Internet satisfies my expectations in general

-.173

Ungratified– The Internet has taken a lot of the warmth out of communications

.487

Gratified – I am usually satisfied with Internet results

-.248

Ungratified – I use the Internet only when I have to

.481

Willingness to communicate – it is easy to talk to strangers

.274

Gratified/Ungratified – There are few things I do on the Internet

.421

Use – search engines

-.169

LOC/External – Many things about my life are controlled by others

.364

Educational level

-.121

LOC/External – Luck has a lot to do with what happens to me

.329

Highly Gratified (Unwillingness to communicate) – I would rarely talk to others if not through the Internet

.314

   

 

Type 6 – Basic Independent Users – Internal LOC

These members are willing to communicate and have internal LOC. They are relatively uninterested in control on the Internet, but do express some control in interpersonal communications. There is little interest in affection in relation to interpersonal communications, but in general, these relationships are satisfying. Motivations for interpersonal communications are likely to be control, entertainment or relaxation. These users load highest for the Internet activities such as using search engines, research, news groups, surfing, information and email. They ranked lowest for Internet convenience (vs. library), games, chat and instant messaging. They have the longest time as Internet users, are older and have higher educations. They are generally satisfied with Internet experiences, but see it as only moderately important.

High Positive Loadings: Internet uses: search, research, newsgroups, surf and information, email, age, education

High Negative Loadings: Interpersonal affection, chat, Internet convenience, instant messaging, to learn

Key Point Summary

    • Moderately active user
    • Willing to communicate
    • Internal LOC
    • Generally Internet gratified

    • Internet High Information use
    • Internet low level social use (synchronous)
    • High email
    • Age, education

Figure 6 reports the highest and lowest loadings for each of the items. These loadings form the basic description of the group. Highest loadings are in bold and lowest loadings are in italics. Appendix B lists all loadings over .10 for each item and all groups.

Figure 6 - Group 6 Loadings

ITEM

LOAD

ITEM

LOAD

Age

.521

Use – search engines

.581

LOC/External – I sometimes feel life is kicking me around

-.144

Educational level

.537

Affection–I talk w/ others because I’m concerned

-.151

Pleasure – I use the Internet because it’s exciting

-.105

Affection – I talk to others to help them

-.222

Use – research/telnet

.506

Information – I use the Internet to help with research

-.430

Information – I use the Internet to learn new things

-.493

Inclusion/Unwillingness – I use the Internet to keep in touch with others

-.120

Use – I use the Internet for games/chatrooms

-.451

Control – I use the Internet because I feel more in control

-.223

Control – I use the Internet because it’s more convenient than library

-.408

Unwillingness to communicate – I often wish I had more friends

-.102

Information - I use the Internet to get information

-.401

Unwillingness to communicate – I would rather listen than talk

-.161

Control – I talk w/others because I need something done

-.207

Use – News/Information

.338

Use – newsgroups and listserves

.361

Time – total time on the Internet

.332

Use – I use the Internet to surf

.338

Use – I use Internet Messaging

-.366

Access location

.151

Use – I use email

.257

   

 

Type 7 - General Gratified User – External LOC

The type 7 group is moderate to highly satisfied in interpersonal communications, and they have some interpersonal concern with inclusion. Interpersonal relationships may have little meaning. They show high levels of interpersonal motives related to control and procrastination. Internet activities include procrastination, inclusion and pleasure. Willingness to communicate is mixed and they lean toward an external LOC. These users indicate some dependency and moderately high levels of Internet gratification, but display no connectedness or attachment to it. Members of this group are likely to be male.

High Positive Loadings: Interpersonal control, procrastination, High interpersonal gratification

High Negative Loadings: Internet ungratified

Key Point Summary

    • Moderate, passive users
    • High value interpersonal control
    • Generally gratified on the Net
    • Procrastination
    • External LOC

Figure 7 reports the highest and lowest loadings for each of the items. These loadings form the basic description of the group. Highest loadings are in bold and lowest loadings are in italics. Appendix B lists all loadings over .10 for each item and all groups.

Figure 7 - Group 7 Loadings

ITEM

LOAD

ITEM

LOAD

Inclusion - On the Internet I can talk to different people

-.348

Unwillingness to communicate – I am often afraid to speak up

-.263

Control – On Internet I can act how I want to

-.118

Unwillingness to communicate – I am often shy

-.188

Escape – I use the Internet to get away from pressure

-.124

Ungratified – All the talk about the Internet is a bunch of hype

-.215

Willing to communicate – I like group discussions

-.125

Gratified/Ungratified – There are few things I do on the Internet

-.240

Information - It’s easy to get information on the Internet

-.264

Use – I use the Internet to surf

-.139

LOC/External – What is going to happen, will happen

-.179

Control – I talk w/others because I need something done

.680

Control – I can use Internet at own pace

-.138

Control – I talk w/others to get something I don’t have

.600

Meta-connection – I feel connected to so many things on the Internet

-.135

Escape – I talk to others to put something else off

.539

Control – It is more convenient talking to people through the Internet

-.112

Control – I talk w/others to tell them what to do/instruct

.532

Meta-connection – When I’m on the Internet I feel like I’m traveling the world

-.302

Gender

-.112


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Feel free to cite material in this study, but please provide this reference:
     Angleman, S. (December, 2000). Uses and Gratifications and Internet Profiles: A Factor Analysis. Is Internet Use and Travel to Cyberspace Reinforced by Unrealized Gratifications? Paper presented at the Western Science Social Association 2001 Conference held in Reno, NV. <http://www.jrily.com/LiteraryIllusions/InternetGratificationStudyIndex.html> (date of access).

Complete factor analysis and other detailed data is available upon request (SPSS format, IBM)). For information or comments concerning this study, please contact, Sharon Angleman at sharon@jrily.com Visit my home site at http://www.jrily.com/LiteraryIllusions/ for other journalistic materials.