Internet self‐efficacy, or the belief in one's capabilities to organize and execute courses of Internet actions required to produce given attainments, is a potentially important factor in efforts to close the digital divide that separates experienced Internet users from novices. Prior research on Internet self‐efficacy has been limited to examining specific task performance and narrow behavioral domains rather than overall attainments in relation to general Internet use, and has not yielded evidence of reliability and construct validity. Survey data were collected to develop a reliable operational measure of Internet self‐efficacy and to examine its construct validity. An eight‐item Internet self‐efficacy scale developed for the present study was found to be reliable and internally consistent. Prior Internet experience, outcome expectancies and Internet use were significantly and positively correlated to Internet self‐efficacy judgments. Internet stress and self‐disparagement were negatively related to Internet self‐efficacy. A path analysis model was tested within the theoretical framework of social cognitive theory (Bandura (1997).
Internet addiction has been identified as a pathological behavior, but its symptoms may be found in normal populations, placing it within the scope of conventional theories of media attendance. The present study drew upon fresh conceptualizations of gratifications specific to the Internet to uncover seven gratification factors: Virtual Community, Information Seeking, Aesthetic Experience, Monetary Compensation, Diversion, Personal Status, and Relationship Maintenance. With no parallel in prior research, Virtual Community might be termed a "new" gratification. Virtual Community, Monetary Compensation, Diversion, and Personal Status gratifications accounted for 28% of the variance in Internet Addiction Tendency. The relationship between Internet addiction and gratifications was discussed in terms of the formation of media habits and the distinction between content and process gratifications.
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