Demographic and motivation variables associated with Internet usage activities

Demographic and motivation variables associated with Internet usage activities Examines demographic variables (gender, age, educational level) and motivation variables (perceived ease of use, perceived enjoyment, perceived usefulness) associated with Internet usage activities (defined in terms of messaging, browsing, downloading and purchasing). A total of 1,370 usable responses were obtained using a Web page survey. Results showed that males are more likely to engage in downloading and purchasing activities while females are more likely to engage in messaging activities. Younger users engage in messaging and downloading activities to a greater extent than older users. Perceived usefulness is associated with the four activities, while perceived ease of use and perceived enjoyment are associated with messaging, browsing and downloading activities. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Internet Research Emerald Publishing

Demographic and motivation variables associated with Internet usage activities

Internet Research, Volume 11 (2): 13 – May 1, 2001

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Publisher
Emerald Publishing
Copyright
Copyright © 2001 MCB UP Ltd. All rights reserved.
ISSN
1066-2243
DOI
10.1108/10662240110695089
Publisher site
See Article on Publisher Site

Abstract

Examines demographic variables (gender, age, educational level) and motivation variables (perceived ease of use, perceived enjoyment, perceived usefulness) associated with Internet usage activities (defined in terms of messaging, browsing, downloading and purchasing). A total of 1,370 usable responses were obtained using a Web page survey. Results showed that males are more likely to engage in downloading and purchasing activities while females are more likely to engage in messaging activities. Younger users engage in messaging and downloading activities to a greater extent than older users. Perceived usefulness is associated with the four activities, while perceived ease of use and perceived enjoyment are associated with messaging, browsing and downloading activities.

Journal

Internet ResearchEmerald Publishing

Published: May 1, 2001

Keywords: User studies; Singapore; Consumer behaviour

References

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