 |
 |
 |
 |
|
 |
 |
|
 |
New and
Social
Entertainment
Fator
Factor
Unique Factor
Factor
Factor
Eigenvalue
10.96
3.0
2.28
2.0
1.7
Variance explained
24.36%
7.32%
5.06%
4.43%
3.80%
Reliability
.82
.76
.80
.74
.73
(Cronbach’s Alpha)
Variable
Resources
.575
.395
.005
.006
-.173
Search Engines
.686
.102
.003
.104
-.124
Searching
.685
.254
.125
.003
-.105
Software
.557
.200
.008
.111
.291
Surfing
.590
-.004
.306
.123
.117
Technology
.661
.219
.009
.004
.008
Updates
.529
.141
.174
.104
.160
Web sites
.551
.200
.314
.002
.156
Education
.122
.671
-.009
.123
.194
Information
.266
.683
.368
-.001
.002
Learning
.210
.734
.285
.007
.001
Research
.204
.597
.195
.000
-.009
Ideas
.240
.390
.574
.174
-.001
Interesting
.164
.230
.703
.115
.002
New
.224
.241
.552
.233
.008
Progressive
.291
.360
.518
.208
.000
Relaxing
.006
.009
.613
.162
.318
Chatting
.000
-.001
.002
.776
.131
Friends
.003
-.003
.002
.686
.199
Interaction
.247
.007
.203
.718
.136
Newsgroups
.127
.167
.280
.500
.206
People
.149
.126
.362
.711
.109
Entertainment
.007
-.001
.131
.296
.711
Fun
.113
.002
.007
.229
.718
Games
.006
.004
.006
.007
.784
alpha levels dropped noticeably beyond the fifth factor. All coefficients in these first five
factors were above the acceptable level of .70 (Nunnally, 1978), and the five retained
factors together accounted for about 45% of the total variance. Table 2 presents
these results and reliability coefficients.
Factor One:
Factor one is characterized as a Search Factor. This theme was chosen based
on key loadings for the variables of search engines, searching software and Web
sites. Other variables loading on this factor include technology, updates and
resources. Together, this suggests that the motivation underlying this dimension
relates to using the Internet medium and its sites to search for the latest in