Abstract
The present study investigates the influence of racial/ethnic and cognitive factors on use of the Internet as a channel for public health information. A random sample of 310 residents age 18years or older provided valid survey responses. Multivariate analyses establish the importance of self efficacy in determining online search motivations, outcome expectancies and behaviors, although we fail to confirm the existence of any kind of “racial divide” in Internet use. The relatively modest role played by ethnicity—in determining online uses and self efficacy – underscores the significance of using attitudinal variables alongside traditional demographic and media use measures of communication technology use.
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