Abstract
ABSTRACTThis study introduces Internet Dependency Relations (IDR) as a predictor of online consumer activities. IDR is based on the theoretical perspective of Media System Dependency theory, which postulates dependency relations between individuals and media based on the perceived helpfulness of media in meeting understanding (social/self), orientation (action/interaction) and play (social/solitary) goals. Using a cross-sectional email survey of 166 respondents randomly drawn from the faculty, staff, and student population at a large mid-western university in the United States, the predictive influence of IDR on online shopping, chatting, and news reading was empirically tested. On average, consumers in the survey had bought eight products online in the last six months, spent twenty-one minutes daily reading news online, and chatted ten minutes daily on the Internet. They also displayed moderate, though positive dependency relations with the Internet. IDR significantly explained online shopping activities and online news reading, but did not predict online chatting. In terms of specific IDR goal dimensions, the predictive influence of action orientation on online shopping, solitary play on online chatting, and social understanding on online news reading was confirmed.
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