Attitudes as Predictors for Internet Usage: a Tripartite Model of Attitude Measurement

Elisabeth Donat, Roman Brandtweiner, Johann Kerschbaum

Publikation: Beitrag in Buch/KonferenzbandBeitrag in Konferenzband


In addition to the so-called first order and second order digital divide, attitudes can serve as an
important third dimension when explaining the adoption and diffusion of new technologies. This
paper presents data from a recent telephone survey in Austria 2007 and describes the attitude
structure of users and non-users by means of a representative random sample (N=529). The tripartite
definition of attitudes serves as a useful heuristic in structuring the analysis. In providing
new operationalizations, we found significant differences between users and non-users concerning
their attitudes towards the internet and new technologies. Age and education prove to be major
determinants of attitude patterns. Especially the influence of the affective component has to be
emphasized, not only when overcoming the initial obstacle of getting online, but also when it
comes to willingness to learn and become a sophisticated user (second order digital divide).
Therefore our analysis gives starting points for intervention programs to encourage more people
to use the net.
Titel des SammelwerksCD-ROMProceedings of CISTED 2007 (Computer Science and Information Technology Education Conference), 16-18 November, Mauritius
Herausgeber*innen University of Technolgy Mauritius
PublikationsstatusVeröffentlicht - 1 Okt. 2007