Impacts of Net-generation attributes, seductive properties of the Internet, and gratifications-obtained on Internet use

Abstract

The Net-generation is a new generation who was born between 1977 and 1997. But unlike their parents, they are not defined by demographics alone, but rather by a combination of their demographic cohort, values, life experiences, and behavior. Based on the assumption that the Net-geners will exhibit differences from the boomers, the purpose of this study is to (1) identify attributes that can distinctly characterize the Net-generation and (2) examine how these attributes, together with perceived seductive properties of the Internet (e.g., pleasure of control and fluidity of identity) and gratifications-obtained from Internet use can predict Net-geners’ popular Internet activities. Using a probability sample, a telephone survey was conducted with 976 respondents in the age of 16–24. Exploratory factor analysis found that Net-geners are (1) strongly principled and believe in fundamental rights to information, (2) emotionally open on the Net, (3) innovative and investigative, and (4) independent, confident, and preoccupied with maturity. Results of hierarchical regression analysis show that Net-geners are emotionally open individuals who use the Internet primarily as a social technology. Heavy users of the Internet were motivated by the ability through the Internet to show affections, to establish social bonds, and to escape. Most important, heavy users of the Internet often enjoyed the illusory power of being able to control the world inside the computer when playing online games and attracted by the ability of the Internet to offer companionship in the virtual world. Furthermore, Net-geners were fascinated by the capacity of the Internet to allow them to present a different persona when interacting online such as chatting on ICQ. This “fluidity of identity” gives Net-geners a feeling of status and modernity, which may bolster their self-esteem.