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Internet Adoption, Uses, and Gratifications Obtained
Ven-hwei Lo, Yu-Ching Li, Ying-ting Shih, & Shiow-jiuan Yang
*ABSTRACT
The study is designed to examine Internet adoption and use from an expectancy theory perspective. We also adopt a uses and gratifications framework to assess the gratifications obtained from Internet use. Using a random sample, a personal interview was conducted with 528 respondents in Taipei, Taiwan. The results of the study indicate that expectancy value is an important predictor of Internet adoption, use, and gratifications obtained from Internet use. Social pressure and technology ownership are also significant predictors of Internet adoption and certain Internet use behavior.
Keywords: Internet use, expectancy value, technology ownership, gratifications obtained, expectancy divide
* Ven-hwei Lo is Professor at the Department of Journalism in National Chengchi University, Taipei, Taiwan. Yu-Ching Li, Ying-ting Shih and Shiow-jiuan Yang are doctoral students at the Department of Journalism in National Chengchi University, Taipei, Taiwan.