A social cognitive theory of Internet uses and gratifications: toward a new model of media attendance.: An article from: Journal of Broadcasting & Electronic Media

This digital document is an article from Journal of Broadcasting & Electronic Media, published by Broadcast Education Association on September 1, 2004. The length of the article is 8625 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

From the author: Recent research explaining Internet usage has both extended and challenged the uses and gratifications approach to understanding media attendance by discovering "new" gratifications and introducing powerful new explanatory variables. The present research integrates these developments into a theory of media attendance within the framework of Bandura's (1986) Social Cognitive Theory. Respondents from 2 Midwestern states were recruited by mail to complete an online questionnaire. Structural equation modeling techniques were used to test a new model of media attendance in which active consideration of Internet uses and gratifications, moderated by Internet self-efficacy, joins habitual behavior and deficient self-regulation as determinants of media behavior. The model explained 42% of the variance in Internet usage.

Citation Details
Title: A social cognitive theory of Internet uses and gratifications: toward a new model of media attendance.
Author: Robert LaRose
Publication:Journal of Broadcasting & Electronic Media (Refereed)
Date: September 1, 2004
Publisher: Broadcast Education Association
Volume: 48 Issue: 3 Page: 358(20)

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