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Abstract Exploring the Relationship Between the Traditional Media Use and the Internet Use Mee-Eun Kang This study examines the relationship between the traditional media use and the Internet use. The research was conducted in the framework of the following two theories : uses and gratifications approach and the media substitution hypothesis. The present study extends past work on the application of the uses and gratifications framework from old to new media contexts. In that regard, it further validates the utility of this perspective for investigating the adoption and use of new media. Given the exploratory nature of this study, the following research questions were investigated: i) What is the relationship between the traditional media use and the Internet use?; ii) What are the psychological factors attributing to the adoption and use of the Internet?; iii) What is the relative influence of demographics, traditional media use, attitudes toward new media, and audience mediause motives on the Internet use?; and iv) Considering the uses and gratifications factors in the Internet use, how do media uses and gratifications relate to adoption of the Internet? To investigate these research questions, a national level survey was conducted in February 1999, using the CATI(Computer-Aided Telephone Interviewing) system in the Communication Research Center in the Department of Communication at Cleveland State University in the United States. Using the CATI system, a total of 428 adults were interviewed in the U.S. The questionnaire for this study was constructed using the following variables: media use, currently owned communication technologies, motives using the Internet, frequency of use of the Internet, attitudes toward the Internet and communication technologies, including computers, and demographics. The analysis results show that there is a positive relationship between the newspaper readership and the Internet use. However, between the Internet use and television viewing, a negative relationship was found. To identify different factors in the motivation

variable, a principal components analysis, was conducted. The following seven factors emerged as a result of the factor analysis: relaxation, work-related use, news, loneliness/companionship, social relationship, escapism, and pass time. These seven factors explained 68 percent of the variance. The next step involved a multivariate analysis of the relationships between a series of demographic, attitudinal, and behavioral variables and the major dependent variable: Internet use. To check the predictive power of demographic and attitudinal variables regarding the public s use of on-line information, seven independent variables were used in the analysis, including the demographics, media use index, attitudes towards new technology, and the innovativeness index. The analysis results show that the respondent s income level and the innovativeness index were statistically significant predictors of the Internet use. This study echoes past work on new media adoption, which uncovers weak but significant positive correlations between perceived motives associated with the use of the new media use and the old media use. In that regard, it provides credence to the theoretical assumption that audience media-use motives are important factors for the use of computer-mediated communication channels.