An Exploratory Study of the Gratification and the Sending Behavior in Interactive-Public Communication Channel of CMC

Abstract

This paper explores two questions concerning interactive-public communication channel of CMC(Computer-Mediated Communication): first, what dimensions of gratification are obtained, second, what characteristics do the users who post information and their opinions have. The research consisted of a questionnaire, which was administered using e-mail, and 148 replies were returned. Factor analysis using the 24 items produced five independent dimensions for gratification: sending self-presentation message, human relationship communication, receiving information, technical convenience, and diversion. A higher activity of sending information and opinion was associated with characteristics of opinion leaders: topic involvement, social activity, and sending behavior using interpersonal communication.