Contemporary Christian Radio Web Sites: A Uses and Gratifications Study

Abstract

An exploratory study of the uses and gratifications associated with Contemporary Christian radio station Web sites. A convenience sample of 351 Web site users was collected through an online survey. Links were posted on nine Christian radio station Web sites for one month. Principal components analysis with Varimax rotation was used to identify underlying gratification factors associated with the Web sites. Descriptive statistics were used to identify which Web site features respondents used the most. Crosstabs with Chi-Square analysis were used to study relationships between demographic variables and frequency of Web site visits, as well as relationships between demographics and radio station support. Three primary gratification factors were found for Christian radio station Web sites. Christian Entertainment was related to the desire to find entertainment that was consistent with respondents' faith and values. Lifestyle Management was related to managing time, self-image, and connections with other people. Information Seeking was related to finding information conveniently. Information Seeking was the factor that respondents most agreed with. The most-used Web site features also related to information gathering. No strong relationships were found between demographic variables and frequency of Web site visits or support of Christian radio stations. Respondents who were 50 or older were more likely than expected to report visiting a Christian radio Web site "a few times a month." Respondents between the ages of 18 and 29 were significantly less likely than expected to contribute funds to Christian radio stations.