Internet Uses and Gratifications Structure.

Abstract

Uses and Gratifications (U&G) theory in mass communications research guides the assessment of the consumer motivations for media usage and access. Previously, the theory has been used to identify the U&G for radio, television, cable television, etc. Many recent studies of the U&G research in the Internet have been done in America and Europe. This paper empirically derives the Internet U&G in India. The study examines the gratification structure of male and females separately. The differences between the light and heavy users of the Internet are examined based on the gratification structure obtained. [ABSTRACT FROM AUTHOR]