This study represents one of the first attempts to integrate three primary theoretical traditions in audience research - the uses and gratifications approach, structural approaches, and technology adoption theories - to explain Internet use. The findings suggest that no single theoretical construct explains the complexities that determine media choice and use. Internet use is influenced by individual characteristics, such as Internet addiction; technology adoption factors, such as perceived ease of use; structural constraints, such as availability, access, television viewing, online activities, use of Internet structures, type of Internet use, and Web repertoire; and the interactions between and among these factors. Internet use is an active choice within structures.
The study further suggests that scholars should abandon all the theoretical constraints of either-or choices. The debate about audiences as either active or passive is fruitless. To isolate uses and effects to one single medium seems ineffective. Studying individual characteristics' influence on media choice without considering the structural constraints may not be appropriate to an understanding of medium use in today's media environment. With the convergence of media uses, media consequences, media gratifications, and media structures, this study calls for a broader and integrated scheme to guide our understanding and exploration of media users. This study provides one step in this direction and encourages future inquiry into an ever more complex media world. Finally, this study calls for the cooperation between the industry and academia, and the cross-discipline cooperation. Although challenging, the effort will be worthwhile.