Age, gender, and Internet attitudes among employees in the business world

Computers in Human Behavior 21 (2005) 1 10 Computers in Human Behavior www.elsevier.com/locate/comphumbeh Age, gender, and Internet attitudes among employees in the business world Yixin Zhang * Department of Educational Leadership and Instructional Technology, McNeese State University, Box 91815, Lake Charles, LA 70609, USA Available online 5 March 2004 Abstract This study explored a telecommunication enterprise employeesõ Internet usage in the business world. A total of 680 employees voluntarily participated in this study. Data collection was conducted through its local telecommunication enterprise intranet and all entries were automatically collected in an electronic format as a spreadsheet. The research findings clearly indicated that the majority of the employees in the business world frequently used an emerging technology Internet. Statistically significant differences in Internet usefulness and anxiety were found among different education levels, male and female employees, and age groups. Simultaneous multiple regression analyses revealed that the combined effect Internet enjoyment, anxiety, and efficacy contributed significantly to Internet usefulness; and the combined effect of Internet usefulness, enjoyment, and efficacy contributed significantly to Internet anxiety. Ó 2004 Elsevier Ltd. All rights reserved. Keywords: Age; Education level; Gender; Internet anxiety; Internet efficacy; Internet enjoyment; Internet usefulness 1. Introduction The evolution of the Internet contains the cultural implication of free information for all. There are actually no strict regulations with regard to censorship on Internet. Almost everyone can use Internet since no bureaucratic procedure or hierarchical structure is required to access Internet. Internet has already evolved into a dynamic and heterogeneous population. Internet culture possesses its own unique mores and etiquette, which * Tel.: +1-337-475-5422; fax: +1-337-475-5402. E-mail address: yzhang@mail.mcneese.edu (Y. Zhang). 0747-5632/$ - see front matter Ó 2004 Elsevier Ltd. All rights reserved. doi:10.1016/j.chb.2004.02.006

2 Y. Zhang / Computers in Human Behavior 21 (2005) 1 10 are reflected as intangible psychological processes, naturally and gradually developed with a large portion of the population communicating in the virtual community. 2. Literature review 2.1. Pervasive internet usage and internet in the business world The number of people who have used Internet, as a communication tool and as a source of information, is certainly tremendous (Klobas & Clyde, 2000; Vaughan, 1999). As microcomputers were the dominant force in the last decade, Internet has clearly become a dominant force in this decade (Parker, 2000). Studying the culture of the Internet assists us in understanding the nature of Internet to better share information in the information super highway. Internet has profoundly affected workplaces and business practices. Working environment and consumer processes have changed dramatically as Internet has gradually crept into the workplace. The need to study buying behavior and customer needs is apparent (Anderson, 1996). The business environment is changing because of the Internet (Herron, 1998, p. 217). There is no doubt that Internet has influenced the ways companies disseminate information and conduct business. Of course, we have to learn how to manage and take advantage of Internet. Klobas and Clyde (2000) found that trainees in their research felt Internet benefited both job related and personal usage in terms of normal human communication and information gathering. The traineesõ perceived characteristics affected their intended use of Internet. Klobas and Clyde predicted that these characteristics might remain constant when the number of Internet users increased. More attention has focused on using Internet to transmit information, conduct transactions and communicate with a diverse clientele in the agricultural world (Irani, 2000). The traineesõ prior experience seemed to impact their perception of Internet usefulness in achieving a specific task rather than perceiving internal usefulness as an evaluation of difficult levels of technology. This is an example of the perceived behavioral determinants of Internet utilities. These determinants have become an interest of researchers (Mahatanankoon, 2002). 2.2. Demographic characteristics and internet attitudes: usefulness and anxiety Demographic characteristics may impact and constrain the usage of Internet. Internet use is greatly affected by the attitudes and behaviors of users. To achieve the full potential of Internet, demographic characteristics and the usersõ attitudes must be addressed (Schofield & Davidson, 1997). Cultural issues may also affect Internet use (Mobley & Wilson, 1998). Because most people were reluctant to alter familiar patterns, it would take a long time to fully implement Internet into the workplace (Anderson, 1996). Nachmias, Mioduser, and Shemla (2000) attempted to identify whether gender and age might affect the use of Internet. They did not find a significant difference in the extent and modes of the use of Internet among different age

Y. Zhang / Computers in Human Behavior 21 (2005) 1 10 3 groups. However, Nachmias et al. found more boys than girls used Internet. Anandarajan, Simmers, and Igbaria (2000) studied 80 graduate students Internet usage in the workplace. The variables of age and gender were not found to significantly correlate with Internet usage in the workplace. Irani (2000) indicated that perceived usefulness was a significant predicator of their intention to adopt the technology. Therefore, to successfully encourage the trainee to adopt the new technology, the users would have to perceive the innovative communication as an effective tool and see the benefits of its use as well. In Applebee, Clayton, Pascoe, and BruceÕs (2000) study, self-perceived usefulness of the Internet was significantly linked with the userõs perceptions of computing skills. Marcoulides, Mayes, and Wiseman (1995) argued that when some people tried to learn how to use computers, they tended to exhibit computer anxiety. Marcoulides et al. indicated that computer anxiety was about human emotional reaction concerning computers related to the pace of new technology achievement. In Chua, Chen, and WongÕs (1999) study, more females than males were found to develop anxiety. Internet implementation in the workplace should balance the mission and values of the business, employees, and consumers. The best way to do this is to understand the technology, beyond the keystrokes required, and develop an awareness of the issues involved with implementation and the resultant impact (Anderson, 1996, p. 22). Research has not yet substantiated the support of the usefulness of Internet as a tool for supporting research. Systematic researches of attitude and Internet-related behavior correlates have not been researched (Windschitl, 1998). Although studies of computer and Internet attitudes are abundant, the majority of these researches use college students as samples according to the authorõs current extensively literatures review. The pervasive usage of Internet warrants a study of the employeesõ determinants related to the Internet. Simply assuming that young people already knew about the Internet and the older people were resistant was incorrect (Smith & Comstock, 1995). Mahatanankoon (2002) suggested that employees in the workplace should be encouraged to increase Internet productivity by changing employeesõ attitudes. This study focuses on research in a business area to measure employeesõ preferred perceptions of Internet attitudes and relationships of their attributes. The following null hypotheses were tested: (1) there are no statistically significant differences among education levels, gender, and age regarding Internet usefulness; (2) there are no statistically significant differences among education levels, gender, and age regarding Internet anxiety; (3) there is no statistically significant predictive effect of Internet enjoyment, anxiety, and efficacy on Internet usefulness; and (4) there is no statistically significant effect of Internet enjoyment, usefulness, and efficacy on Internet anxiety. 3. Methodology 3.1. Subjects Participants were employees in a telecommunication enterprise in the Mid-South area of the US. The final data contained 680 entries out of 750 employees who

4 Y. Zhang / Computers in Human Behavior 21 (2005) 1 10 voluntarily participated in this study (91.0%). Among all 680 employees who participated in this study, 452 (66.5%) held high school diplomas, 208 (30.6%) held bachelor degrees, 12 (1.8%) held MasterÕs degree, and 8 (1.2%) were above the MasterÕs degree. There were 184 (27.1%) males and 496 (72.9%) females. The majority of these subjects were aged from 20 to 29 with 380 (55.9%) of the total, 28 (4.1%) were under 20 years old, 136 (20.0%) 30 39 years old, 104 (15.3%) 40 49 years old, and 32 (4.7%) over 50 years old. 3.2. Instrument The survey instrument was based on an existing Internet survey developed by Zhang, Dronet, and VanMetre (1999/2000). Significant updates and modifications were made by the author with the assistance of a panel of Internet using experts such as university professors of educational technology and measurement. The new instrument used in this study included some emerging technology and removed some items relating those subsets that were no longer popular. To secure the validity of the study, all four variables generated from the instrument were tested for internal consistency reliability before the data analyses. The internal consistency coefficients were 0.87, 0.88, 0.90, and 0.88 for the variables of enjoyment; usefulness, anxiety, and efficacy, respectively. The general reliability coefficient for the instrument with 40 items was 0.96. 3.3. Data collection and analysis Data collection was conducted through its telecommunication enterprise computer network intranet. All data from the voluntary participants were generated into a spreadsheet electronically. The advantage of using the computer network to collect data was to insure consistency, and to allow participants to decide when and how fast to proceed. If the participant skipped any entry, he or she would be prompted, so there was no data-missing problem. No negatively phrased items existed, therefore, all scores contained positive connotations with higher scores denoting more, higher, or stronger except the variable Internet anxiety, in which the higher scores denoted less anxiety. Due to the scattered distribution of ages among 680 employees, ages were aggregated in 10-year even intervals. The first and second hypotheses were tested by ANOVA and independent t depending upon the number of independent variables. If a significant difference was found, post hoc analysis Tukey was carried out to further detect the difference. Simultaneous multiple regression was used to test the combined predictive effects toward Internet usefulness and anxiety. 4. Results The data clearly show that the majority of the employees in the telecommunication enterprise frequently use Internet. A total of 408 (60.0%) employees used the

Y. Zhang / Computers in Human Behavior 21 (2005) 1 10 5 Internet everyday, 152 (22.4%) every other day, 100 (14.7%) once in a week, and 20 (2.9%) once in a month. Because the majority of employees used the Internet either every day or every other day, two tests of v 2 -education level and frequent usage resulted in seven cells that had expected a count of less than five; age and frequent usage resulted in six cells that had expected a count of less than five. Only gender and frequent usage had expected more than five counts in every cell. The entries were heavily skewed to every day or every other day with 144 males and 264 females using the Internet every day and 24 males and 128 females using the Internet every other day. Pearson v 2 ¼ 37:416, 3df, p ¼ 0:0001. The first null hypothesis was that there are no statistically significant differences among education levels, gender, and age regarding Internet usefulness. To test this null hypothesis, one-way ANOVA and independent-t tests were used to analyze the variances of the sum scores of Internet usefulness among employees at different education levels, males and females, and different age groups. Table 1 shows the results of these three analyses. Table 1 Education levels n M SD Analysis of variance for the Internet usefulness among different education levels High school 452 30.858 4.455 BA 208 32.115 4.210 MasterÕs 12 33.000 2.256 Above MasterÕs 8 33.500 5.880 Total 680 31.311 4.412 Source SS df MS F Between groups 299.74 3 99.91 5.23 Within groups 12918.17 676 19.11 Total 13217.91 679 Gender n M SD F Independent-t for the Internet usefulness between males and females Female 496 30.68 4.31 3.75 Male 184 33.02 4.23 Age groups n M SD Analysis of variance for the Internet usefulness among different age groups Under 20 28 34.143 3.827 20 29 380 31.411 4.535 30 39 136 31.029 3.718 40 49 104 31.654 4.562 Over 50 32 27.750 3.398 Total 680 31.312 4.412 Source SS df MS F Between groups 657.10 4 164.28 8.83 Within groups 12560.81 675 18.61 Total 13217.91 679 ** p <:01. p <:001.

6 Y. Zhang / Computers in Human Behavior 21 (2005) 1 10 No statistically significant difference was found in terms of Internet subscale usefulness between male and female employees. However, significant differences were found among different education levels and age groups. The results of Tukey post hoc comparisons further indicated that those employees with BachelorÕs degrees expressed more Internet usefulness than the employees with high school diplomas. The multiple comparisons also further illustrated that the younger group of employees (under 20) felt that Internet was more useful than the rest of the age groups (20 29, 30 39, 40 49, and over 50). The oldest group (over 50) expressed that Internet was less useful than the rest of the age groups (under 20, 20 29, 30 39, and 40 49). The second null hypothesis was that there are no statistically significant differences among education levels, gender, and age regarding Internet anxiety. Two separate ANOVA analyses and one independent-t were used to test this null hypothesis. Table 2 shows the results of these analyses. Table 2 Education levels n M SD Analysis of variance for the Internet anxiety among different education levels High school 452 30.850 4.458 BA 208 32.173 4.559 MasterÕs 12 32.000 1.477 Above MasterÕs 8 33.500 4.810 Total 680 31.306 4.499 Source SS df MS F Between groups 294.84 3 98.278 4.94 Within groups 13449.54 676 19.90 Total 1744.38 679 Gender n M SD F Independent-t for the Internet anxiety between males and females Female 496 30.68 4.29 3.75 Male 184 33.00 4.62 Age groups n M SD Analysis of variance for the Internet anxiety among different age groups Under 20 28 33.143 3.709 20 29 380 31.779 4.436 30 39 136 30.588 4.238 40 49 104 31.462 4.476 Over 50 32 26.625 3.900 Total 680 31.306 4.499 Source SS df MS F Between groups 953.23 4 238.31 8.83 Within groups 12791.15 675 18.95 Total 13744.38 679 ** p < 0:01. p < 0:001.

Y. Zhang / Computers in Human Behavior 21 (2005) 1 10 7 The results in Table 2 indicated that all demographic characteristics were significant attributes toward Internet anxiety. Female employees expressed more Internet anxiety than the male employees. Tukey post hoc comparisons further illustrated that employees with Bachelor degrees felt less Internet anxiety than those with high school degree diplomas. Tukey post hoc comparison also revealed that employees in the oldest age group (over 50) felt more Internet anxiety than those employees in younger age groups. The third null hypothesis was that there is no statistically significant predictive effect of Internet enjoyment, anxiety, and efficacy on Internet usefulness. Analysis of the subscale of Internet usefulness in the multiple regression (Table 3) revealed that the combined effect of the independent variables Internet enjoyment, anxiety, and efficacy contributed significantly to the predication of Internet usefulness. The result of overall simultaneous multiple regression revealed that R for regression was significantly different from zero, F ð3; 676Þ ¼914:78, p <:001. This result provides the information in detail that only independent variables enjoyment and anxiety were individually significant predictors of Internet usefulness. However, since the R is significantly different from zero, the null hypothesis was rejected. The last null hypothesis was that there is no statistically significant predictive effect of the Internet enjoyment, usefulness, and efficacy on Internet anxiety. Analysis of the subscales of Internet variables in the multiple regression (Table 4) revealed that independent variables of efficacy and usefulness contributed, respectively, and significantly to the prediction of Internet anxiety. Only the variable of enjoyment does not show significant effect. Simultaneous multiple regression was used to test predictive effects of three variables of Internet attitudes enjoyment, efficacy, and usefulness toward Internet anxiety. This analysis revealed that R for the multiple regression varied significantly from zero, F ð3; 676Þ ¼1162:40, p <:001. Even though enjoyment did not significantly contribute to the prediction of Internet anxiety, the combination of all Table 3 Summary of simultaneous multiple regression analysis for variables predicting Internet usefulness (n ¼ 680) Variable B SE B b Enjoyment 0.49 0.03 0.51 Efficacy 0.02 0.04 0.02 Anxiety 0.41 0.04 0.42 *** p < 0:001. R ¼ 0:896; R 2 ¼ 0:802. Table 4 Summary of simultaneous multiple regression analysis for variables predicting Internet anxiety (n ¼ 680) Variable B SE B b Enjoyment 0.03 0.03 0.03 Efficacy 0.58 0.03 0.59 Usefulness 0.35 0.03 0.34 *** p < 0:001; R ¼ 0:915; R 2 ¼ 0:838.

8 Y. Zhang / Computers in Human Behavior 21 (2005) 1 10 independent variables showed the significant predictive effect. Therefore, the fourth null hypothesis was rejected. 5. Discussion and conclusion This study focuses on current Internet usage among employees in the work force at a telecommunication enterprise. The research findings include some of the demographic attributes and inter-relationships of Internet using variables. In v 2 analysis, those cells for using the Internet once in a week and once in a month obviously show evidence that the employees in this telecommunication enterprise frequently use Internet either as a communicative tool or as a resource for information. As Internet has crept into business world, enterprises have to respond to such new emerging technology in assisting employeesõ adoption of new techculture. This study does not coincide with Nachmias et al.õs (2000) findings in which males used the Internet more often than females did. In this study, female employees view Internet to be equally as useful as the male employees do. This may be due to the different samples or probably due to the rapidly increasing number of female employees who have jumped on Internet bandwagon. Another interesting finding from this study is that the younger and the more educated people were, the more useful they felt Internet to be. The finding of Internet anxiety between males and females in this study is consistent with Chua et al.õs (1999) study. Both studies found that females were found to develop more anxiety than males. This implies that companies may need to provide training to female employees to alleviate their stress. The current study contributes more to insight into affiliations of demographic characteristics with Internet use than in the previous studies. The younger and more educated employees felt less stress when they used Internet. No matter what types of new technologies emerge in the society, education is an absolute endeavor for every citizen living in this world. The implication of this study also persuades the managers in business enterprises to pay more attention to older employees and aid them in becoming comfortable in using the new technology. The rejection of null hypothesis three indicated that Internet enjoyment and anxiety could impact Internet uses. The more enjoyable and less anxious the user feels about Internet, the more the user seems to persist in taking advantage of the new technology. The implication may suggest that using Internet is not necessarily a serious business. The task for the future advancement of Internet might include the user-friendly interface, easy navigation, and appealing interactions. Marcoulides et al. (1995) claimed that people could pick up computer skills quicker when they felt less anxious. How could we help people to learn and use the Internet as fast and efficiently as they can? The analysis of null hypothesis four revealed that Internet subscales of efficacy and usefulness influence the employeesõ actual Internet usage. Perceived self-efficacy was initiated from psychological perspective. Self-efficacy theory suggests that those who feel their capabilities inferior to the task they are confronting would cease their effort prematurely, while those who have stronger selfefficacy are willing to persist in coping with difficulty and achieving their goals

Y. Zhang / Computers in Human Behavior 21 (2005) 1 10 9 (Bandura, 1977). This study indirectly supports the self-efficacy theory that the employees feel comfortable in using Internet only when they perceive themselves to be capable of dealing with this new tool. This study also emphasizes the inculcation that the usefulness of Internet should be a routine business management procedure. To meet the challenge of the digital economy, companies need to get on the cyberspace bandwagon and understand intricate tapestries of the intangible culture and patterns in the usage of Internet (Johnson & Johal, 1999). The capability to adopt quickly to this new cyberspace culture would have advantages in this competing globalized world. Situational determinants of Internet usage in the workplace would positively influence employeesõ Internet use and attitudes (Stevens, Williams, & Smith, 2000). The sample used in this study is limited from a telecommunication enterprise. Future studies may explore this subject in the workforce in other areas, such as financial institutions, medical cares, or government agencies. Internet, primarily as a communication vehicle and information delivery, provides tremendous possibilities of using Internet in all walks of human life. It has the unique feature of providing access to vast information anywhere and anytime. This study has used a psychometric perspective of certain variables to enlighten us as to the influence of potential correlates of the employeesõ attitudes toward Internet. Acknowledgements I thank Frank Wesley for his assistance in data collection. References Anandarajan, M., Simmers, C., & Igbaria, M. (2000). An exploratory investigation of the antecedents and impact of internet usage: An individual perspective. Behaviour and Information Technology, 19(1), 69 85. Anderson, B. (1996). The Internet in the workplace: Issues of implementation and impact. Thresholds in Education, 22(3), 17 22. Applebee, A., Clayton, P., Pascoe, C., & Bruce, H. (2000). Australian academic use of the Internet: Implications for university administrators. Internet Research: Electronic Networking Applications and Policy, 10(2), 141 149. Bandura, A. (1977). Self-efficacy: toward a unifying theory of behavioral change. Psychological Review, 84, 191 215. Chua, S., Chen, D., & Wong, A. (1999). Computer anxiety and its correlations: A meta analysis. Computers in Human Behavior, 15, 609 623. Herron, T. L. (1998). Teaching with the Internet. The Internet and Higher Education, 1(3), 217 222. Irani, T. (2000). Prior experience, perceived usefulness and the Web: Factors influencing agricultural audiencesõ adoption of Internet communication tools. Journal of Applied communication, 84(2), 49 63. Johnson, K., & Johal, P. (1999). The Internet as a virtual cultural region : are extant cultural classification schemes appropriate? Internet Research: Electronic Networking Applications and Policy, 9(3), 178 186. Klobas, J. E., & Clyde, L. A. (2000). Adults learning to use the Internet: A longitudinal study of attitudes and other factors associated with Intended Internet use. Library & Information Science Research, 22(1), 5 34.

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