Uses and Gratifications and Internet Profiles. Part 7

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.