APPENDIX B - FACTOR LOADINGS

Uses and Gratifications and Internet Profiles: A Factor Analysis

BY SHARON A. ANGLEMAN
ARKANSAS STATE UNIVERSITY, DECEMBER 2000

Rotated Component Matrix

FACTORD GROUPS

1

2

3

4

5

6

7

Escape – The internet is a nice break from routine

.702

.251

 

.134

 

 

 

Relax – I use the internet to relax

.700

 

 

 

-.190

 

 

Pleasure – I use the Internet because it’s entertaining

.697

.222

 

 

 

 

.278

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

.680

 

.209

.263

 

.117

 

Inclusion - On the internet I can talk to different people

.666

.141

.232

.109

 

 

-.348

Pleasure – The internet is stimulating

.639

.103

.340

 

-.124

-.118

.124

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

.545

 

.389

 

 

 

 

Control – On internet I can act how I want to

.538

 

.359

.273

.225

 

-.118

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

.524

 

.171

 

-.147

 

.220

Pleasure – I use the internet because it’s exciting

.520

.210

.354

 

 

-.105

 

Escape – I use the internet to get away from pressure

.509

 

.181

.423

.224

 

-.124

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

.483

 

.190

.335

.184

.201

 

Unwillingness to communicate Most people don’t really know me

.469

-.298

 

.345

 

 

 

Escape – I use the internet to role/play

.455

-.237

.322

.174

.244

 

 

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

.448

 

 

.299

.129

-.144

 

Escape – I use the internet to put other things off

.438

 

 

.243

.275

 

.370

Gratified – The internet is just another tool

-.423

.127

 

-.111

.423

 

.123

Loc/internal – Friends depend on me

-.310

.233

.295

-.127

-.117

 

.247

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

 

.690

 

-.124

 

-.151

 

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

-.148

.666

.130

.162

 

.190

 

Pleasure – Talking w/others is stimulating

 

.646

.139

-.121

 

 

.350

Affection – I talk with others to thank them

 

.591

-.191

 

 

-.172

.159

Relax – Talking with others is relaxing

 

.578

 

 

 

.249

 

FACTORD GROUPS

1

2

3

4

5

6

7

Pleasure – Talking with others is exciting

.117

.576

.185

-.167

.151

.120

.180

Pleasure – Talking w/others is entertaining

.320

.565

 

 

 

.108

.437

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

.183

.557

 

 

 

.139

.453

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

.139

.546

 

.249

 

 

.326

Willingness to communicate – My friends mostly understand me

 

.513

.135

-.353

 

.250

.157

Affection – I talk to others to help them

 

.508

-.164

.111

 

-.222

.114

Willingness to communicate - Friends listen to me

 

.497

 

-.362

.118

 

 

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

 

.497

.146

-.378

 

 

-.169

Willing to communicate – I like group discussions

.153

.490

 

 

 

 

-.125

Information – I use the internet to help with research

 

.439

.293

-.189

-.202

-.430

 

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

-.244

.385

.225

-.213

-.231

 

 

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

.274

.349

.146

 

 

-.120

 

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

.187

.348

.330

 

-.233

-.236

-.264

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

 

.200

-.162

 

.106

 

-.179

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

.167

-.170

.693

 

 

 

-.113

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

 

-.183

.681

 

 

 

 

Highly Gratified – I depend a lot on the internet

 

 

.658

.101

-.167

 

.295

Highly Gratified – I internet feels like an old friend sometimes

.443

-.133

.589

 

 

 

 

Highly Gratified - I found surprises on the Internet

.138

.177

.549

 

 

 

.160

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

 

 

.547

 

-.256

-.175

-.109

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

.200

-.132

.544

.178

.237

 

 

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

.382

-.144

.544

.246

.133

-.223

 

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

.214

 

.537

-.133

-.115

 

 

Gratified – internet satisfies my expectations in general

.161

.339

.532

 

-.173

.132

.120

Control – I can use internet at own pace

 

.215

.531

 

 

 

-.138

FACTORD GROUPS

1

2

3

4

5

6

7

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

.318

 

.509

 

 

 

-.135

Gratified – I am usually satisfied with internet results

.131

.314

.486

 

-.248

 

.219

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

.254

 

.478

 

.135

 

-.112

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

.234

 

.440

 

.148

 

-.302

Loc/internal – I can usually protect my interests

-.140

.294

.422

 

 

 

 

Loc/internal – What happens to me depends on me

-.319

.303

.385

-.119

-.165

-.194

 

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

 

 

 

.772

 

 

 

Unwillingness to communicate – I am often afraid to speak up

.205

 

 

.715

 

 

-.263

Unwillingness to communicate – I am often shy

.250

 

-.104

.682

 

-.114

-.188

Unwillingness to communicate – I often wish I had more friends

.381

 

.116

.611

 

-.102

 

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

.101

.334

 

.522

 

 

.311

Affection – The internet distracts from loneliness

.475

 

.229

.518

 

.146

 

Unwillingness to communicate My relationships have little meaning

.196

-.176

.146

.518

 

.138

.161

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

.145

-.131

-.188

.507

.298

 

 

Unwillingness to communicate – I would rather listen than talk

.109

 

 

.445

-.130

-.161

 

Willingness to communicate – it is easy to talk to strangers

 

.171

 

-.380

.274

.268

 

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

 

-.235

.194

.342

 

 

 

Ungratified – Things are often difficult to find on the internet

 

 

 

 

.709

 

 

Ungratified – I am often disappointed with my internet experience

 

 

 

 

.694

 

 

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

 

.102

 

 

.693

 

 

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

 

 

-.113

 

.673

 

 

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

 

-.124

 

 

.550

 

-.215

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

 

.129

 

.130

.499

 

.258

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

 

.281

-.246

 

.487

 

 

Ungratified – I use the internet only when I have to

-.355

.290

 

 

.481

 

 

FACTORD GROUPS

1

2

3

4

5

6

7

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

-.174

.185

-.197

.192

.421

.117

-.240

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

.150

 

 

.364

.364

 

.139

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

.192

-.264

 

.172

.329

-.221

.119

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

 

 

.219

.171

.314

.299

.211

Use – search engines

.102

 

 

 

-.169

.581

 

Educational level

 

 

.141

 

-.121

.537

 

Age

-.158

 

.119

 

 

.521

-.126

Use – research/telnet

 

 

 

-.115

-.102

.506

 

Information – I use the internet to learn new things

.118

.177

.291

-.247

-.152

-.493

.120

Use – I use the internet for games/chatrooms

.269

-.232

-.105

-.249

.211

-.451

 

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

 

 

.352

 

-.112

-.408

 

Information - I use the internet to get information

 

.296

.237

-.234

-.321

-.401

-.124

Use – I use instant messaging

.267

-.323

 

-.253

 

-.366

.188

Use – newsgroups and listserves

.182

 

-.202

-.135

.111

.361

.112

Use – I use the Internet to surf

.183

.101

 

 

-.130

.338

-.139

Use – News/Information

.305

 

 

-.254

-.135

.338

 

Time – total time on the Internet

 

 

 

-.210

 

.332

 

Use – I use email

 

 

.207

-.213

 

.257

 

Access location

 

.102

 

 

 

.151

 

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

 

 

 

 

 

-.207

.680

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

 

.165

 

-.211

 

 

.600

Escape – I talk to others to put something else off

.134

.121

 

.189

.193

 

.539

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

 

.284

 

-.177

 

 

.532

Gender

 

 

-.111

 

 

 

-.112

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.
a Rotation converged in 13 iterations.


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.