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Uses and Gratifications
and Internet Profiles: BY
SHARON A. ANGLEMAN Additional tests were conducted using the 2-tailed Pearson’s Product-Moment correlation method. Missing values in Pearson’s tests were eliminated pairwise. The tables to follow provide specific numbers for correlations and probability levels relating to selected items. Note that in most cases p= <.01, making these findings very significant. The factors and correlations used in defining this data suggests that the highest Internet gratification is received by internal LOC users. The more internal a user’s loci, the more likely they are to receive gratification and enjoy the control of the Internet. Having stated that, however, external loci users are more likely to be gratified by Internet control as it relates to expressive behavior. Internal loci uses place more value on control as it relates to knowledge, tasking and independence. It is possible that the desire for expressive control is higher in external loci users, and thus the latent gratification from this control provides them more gratification. External locus users on the other hand, already possess a sense of control and thereby do not experience the same level of Internet gratification generated from control. Note in Table 1 internal LOC users correlate highly with Internet control items own pace and convenience, but not with Internet control behaviors. External LOC users correlate highly with Internet control behaviors, but not with own pace or convenience. Pearson’s Correlations Table 1 Control and External/Internal LOC** p=<.01 *p=<.05
Internet uses and gratifications also appear to be strongly related to a user’s general social attitude and expectations. Table 2 shows direct correlation between interpersonal communication motives and gratifications and Internet motives and gratifications. The more stimulating or exciting users find interpersonal communications, the more stimulating or exciting they find the Internet. Negative findings report in the same manner. Individual variables also correlate concerning interpersonal gratification and Internet motive. In other words, if a user finds interpersonal communication stimulating, they are likely to find the Internet stimulating. The questions labeled in the table below addressed both use and gratification. Pearson’s Correlations Table 2 Interpersonal/Internet Motives/Gratifications – Pleasure** p=<.01 *p=<.05
Table 3, on the other hand, displays the significant correlations between loneliness and procrastination related to interpersonal communications and the same attributes as they relate to Internet motives and uses. The user’s behavior tendency in interpersonal communication correlates highly with Internet behavior. Pearson’s Correlations Table 3 Interpersonal/Internet Motives – Loneliness, Procrastination** p=<.01 *p=<.05
The stronger a user’s external locus of control and the more they are unwillingness to communicate, the more likely he or she is to seek control on the Internet, but not in interpersonal communications. These users tend to be unwilling to communicate, report fewer meaningful relationships and report lower gratification in interpersonal relationships. Internet activities rate lower for informational tasks and rate higher as a means of distraction or companionship. Control on the Internet appears to compensate for control and satisfaction related to interpersonal communications. Table 4 provides correlations and probability levels related to external locus of control and reasons for using the Internet. Notice the loading for role-play. Pearson’s Correlations Table 4 External Locus of Control and Internet Motives** p=<.01 *p=<.05
Unsatisfied Internet users tend to be less willing to communicate and lean toward an external LOC. Internet actives, however lean more toward interpersonal need gratification (games, chat, role-play) rather than informational or tool usage. One explanation could be that external loci users are seeking (consciously or unconsciously) personal gratification and control on the Internet, and they are unable to receive legitimate satisfaction for those needs. If usage involved more related to information or task completion, gratification levels could rate higher. Compare Table 5 to Table 6, which shows numbers for internal locus of control users and their Internet satisfaction. Pearson’s Correlations Table 5 External Locus of Control/Internet Gratification** p=<.01 *p=<.05
Pearson’s Correlations Table 6 Internal Locus of Control and Internet Gratification ** p=<.01 *p=<.05
In some cases, users who are generally unsatisfied with the Internet continue active Internet use in spite of dissatisfaction levels. In fact, the highest report for continued use even when frustrated correlates with users claiming the highest degree of ungratification on the Internet (Table 7). These variables display significant differences ( p=<01) in this area. Continued use in spite of frustration is clearly correlated with ungratified Internet experience. Pearson’s Correlations Table 7 Ungratified Internet Use and Continued Use** p=<.01 *p=<.05
There is no significant difference between Internet gratification and continued use even when frustrated. One explanation could be that gratified users do not experience this attitude, or another could be that the ungratified user’s continued use is not entirely voluntary. Consider, however, that items having significant correlations with control may be independent interpersonal variables causing the control behavior. Unwillingness to communicate and loneliness repeatedly correlate with a higher external locus of control, and unwillingness to communicate, loneliness and external locus of control report high correlations with Internet control behaviors (Table 8,9). Note also that acting how one wishes on the Internet correlatives almost twice as high as doing what one wants on the Internet. Pearson’s Correlations Table 8 Internet Control/Unwillingness to Communicate** p=<.01 *p=<.05
Pearson’s Correlations Table 9 Internet Control and Loneliness/Role Play ** p=<.01 *p=<.05
Because the needs being sought, the ungratification of those needs and continued active use all correlate at fairly high levels, it is also possible that another type of cycle is in process for some of these users. The consistent correlations indicate the possibility of some type of gratification occurring as intermittent reinforcement. It makes sense that the higher loading variables related to ungratified users could serve as an explanation for the reinforcement. As seen in Table 10, the less satisfied with the Internet, the higher the external locus of control, and in some cases, the more control serves as an Internet motivator. Pearson’s Correlations Table 10 External Locus of Control/Internet gratification and Internet Control** p=<.01 *p=<.05
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