Demographic and motivation variables associated with Internet usage activities

Examines demographic variables (gender, age, educational level) and motivat ion variables (perceived ease of use, perceived enjoyment, perceived useful ness) associated with Internet usage activities (defined in terms of messag ing, browsing, downloading and purchasing). A total of 1,370 usable respons es were obtained using a Web page survey. Results showed that males are mor e likely to engage in downloading and purchasing activities while females a re more likely to engage in messaging activities. Younger users engage in m essaging and downloading activities to a greater extent than older users. P erceived usefulness is associated with the four activities, while perceived ease of use and perceived enjoyment are associated with messaging, browsin g and downloading activities.