Publication Type: Conference Paper/Unpublished Manuscript
Abstract: Abstract

This study examined Internet Dependency Relations (IDR) as a predictor of online consumer activities among Internet users in the U.S. and India. IDR is based on the theoretical perspective of micro-Media System Dependency theory, which postulates dependency relations between individuals and media based on the perceived helpfulness of media in meeting understanding (social/self), orientation (action/interaction) and play (social/solitary) goals. Within a context of primary online activities (e-commerce, information search, communication, and entertainment), relationships between IDR and activity exposure, involvement and satisfaction were investigated. Data were collected through a cross-sectional online survey administered to a non-probability sample of U.S. and Indian Internet users (n= 700).

Regression analysis found that generally IDR for action orientation, interaction orientation, and social understanding goals exerted a positive influence, while IDR for self understanding goals exerted a negative influence. In addition, information search activities appeared to be driven by social understanding goals, e-commerce activities by action orientation goals, communication activities by action and interaction orientation goals, and entertainment activities by play goals.