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Factor two represents a theme of thinking and knowledge, and we character-
ize it as the Cognitive Factor. Variables loading on this factor include
education,
information, learning and research. This mix of variables appears to represent a
primary motivation of Web-based learning and information seeking, which is highly
content-specific.
Factor Three:
The third factor is termed "New and Unique," because all but one of the items loading
on it seem to signify the new and unique things that are available on the Web. The variables that
comprise this factor include ideas, interesting, new, progressive and relaxing. While this last
item, relaxing, does not appear to be as thematic as the others, it is possible that finding new and
unique things on the Internet is relaxing to some people. In general, this appears to be a content-based
factor.
Factor Four:
Factor four is clearly the Social Factor, with variables such as chatting, friends,
interaction, newsgroups, and people all loading strongly here. It appears that some people
are motivated to use the Web simply for social purposes and thus receive important
social gratifications. This factor appears to represent a new sort of motivation: one
that is neither content nor process dominant.
Factor Five:
The final factor appears to be an Entertainment Factor. Three related items
(entertainment, fun and games) all load nicely here, indicating that people might obtain
gratifications from the Web simply by taking advantage of the fun, games and other
entertainment offered on the Web. Interestingly, this appears to be the case of a process-
motivated gratification that depends on site content.
Multiple Regression Analysis
As noted, a regression analysis was conducted with the five factors (repre-
sented by the factor scores of their signifying items) as independent variables and
affinity with the computer, frequency of Web use, and frequency of computer use