Table of Contents

Comment Icon0 Defined as the evaluation of past experience, expectations as well as self-efficacy, indices were developed for Internet satisfaction and self-efficacy. Determinants for this study were based on measures used in previous Internet media-related Uses and Gratification studies (Grace-Farfaglia, Dekkers, Sundararajan, Peters, & Park, 2006; Stafford, Stafford & Schkade, 2004).

Comment Icon0 Nineteen attitudinal questions were posed to determine the key motivations for Internet use by the Chinese netizens. Responses were coded into five Internet-use factors – Social Support (SS), Surveillance & Advice (SA), Self-Improvement (SI), Entertainment & Escapism (EE), and Fame & Aesthetic (FA). Using a seven-point Likert scale from “Strongly Agree” to “Strongly Disagree”, higher average ratings indicated stronger attitude towards particular Internet use as shown in Table 9.

Factors Internet Use Social Support Surveillance & Advice Learning Entertainment Fame & Aesthetic Mean SD
Social Support (SS) Chat with individuals 0.71 0.573 0.205
Email family/friends 0.77
Meet new people 0.66
Find romantic companionship 0.44
Find sexual relationship 0.28
Surveillance & Advice (SA) Keep up with the world 0.81 0.768 0.057
Look for good deals 0.68
Keep up with news from specific places 0.75
Find rare products 0.82
For local and  international news 0.79
Self-Improvement (SI) Research for courses 0.78 0.795 0.032
Help with education 0.77
Research for work 0.83
Entertainment & Escapism (EE) Find interesting websites 0.84 0.633 0.227
Enjoy music and videos 0.79
Find pornography 0.35
Play online games 0.55
Fame & Aesthetic (FA) Express opinions on blogs, forums, BBS, etc 0.66 0.679 0.028
Interact with like-minded people 0.7

Comment Icon0 Table 9: Survey findings for attitudes towards the Internet in China.

Comment Icon0 Out of 19 activities listed in the Uses and Gratifications table, the most popular uses of the Internet indicated by Chinese college students include finding interesting websites (.84), research for work/school (.83), locating hard-to-find products (.82), keeping up with world events (.81), as well as enjoying online music and video media (.79). When Internet activities were classified into usage factors, it was found that the key motivations for Internet use tend to be primarily self-improvement (SI: M=.795, SD=.032), followed by surveillance and advice (SA: M=.768, SD=.057), fame and aesthetic (FA: M=.679, SD=.028), entertainment and escapism (EE: M=.633, SD=.227), and finally social support (SS: M=.573, SD=.205). Observing significance of the difference between correlation coefficients, two-tailed tests between usage factors (where α = .05) revealed the only significant difference to be between Social Support with Surveillance and Advice (p-value = 0.037), as well as between Social Support and Self-Improvement (p-value = 0.013). The measure of Social Support indicated how close the participant felt about various other people in his life. Measures include type of activities and intensity of relationships. This provided the basis for linking Internet use with social values (Zhu & He, 2002; Hofstede, 2001).

Chapter 9.1.2 – Attitudes towards the Internet

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