Demographic and motivation variables associated with Internet usage activities

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.