Extending society : the role of personal networks and gratification-utilities in the use of interactive communication media.

Abstract

This study examined the relationship among personal network characteristics, gratification- utilities and the frequency of use of three interactive communication technologies (landline telephone, email and instant messaging). A conceptual framework is presented, providing a rationale for three hypotheses predicting positive relationships between personal network characteristics (size, intimacy and physical proximity), gratification- utilities and frequency of use. The participants were 286 college students, whom research shows are primary users of interactive media. Hypotheses 1 and 2, proposing a link between network characteristics and gratification- utilities with frequency of use, were supported, while Hypothesis 3, predicting a link between the prior two variables, was only partially supported. Frequency of use was associated more strongly with network characteristics than with gratification- utilities across the three technologies. Of the network characteristics, network size was significantly associated with gratification- utilities. Directions for future research are discussed.