Attitudes as predictors for internet usage: A tripartite model of attitude measurement

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 tri-partite 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 concern-ing their attitudes towards the internet and new technologies. Age and education prove to be ma-jor 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