engleski

Conceptual Model, Potential Predictors and Dimensions of Affinity for the Use of the Internet

Numerous Internet related activities are rewarding and beneficial for private and professional life. Motivation for the use of the Internet is an important research topic in relation to populations and special groups who show a low level of Internet use despite the availability of a telecommunication infrastructure and satisfactory financial potential for the use of this medium. This paper presents a conceptual model of affinity for the use of the Internet, and also the results of empirical research of the potential predictors and factors of motivation for the use of the Internet. A survey was performed on 435 college students and the data were analyzed by regression analyses and factor analysis. The revealed potential predictors of frequency of Internet use and of the desire to use the Internet are discussed, as well as the dimensions of motivation for the use of the Internet that were uncovered by factor analysis.

Internet; motivation; affinity for the Internet; mass media; survey; regression analysis; factor analysis

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