engleski

Conceptual model, empirically derived predictors and potential dimensions of Internet affinity

Numerous Internet related activities are rewarding and beneficial for private and professional life. Internet affinity 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 Internet affinity model, and also the results of empirical research of the predictors and factors of Internet affinity. A survey was performed on 435 college students and the data were analyzed by regression analyses and factor analysis. The revealed predictors of frequency of Internet use and of the desire to use the Internet are discussed, as well as the factors/dimensions of Internet affinity that were disclosed by factor analysis.

Internet; users; communication; motivation; affinity for Internet use; mass media; regression analysis; factor analysis

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