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This article describes the development of a measure to assess four primary motives for using the internet-researching, communicating, surfing, and shopping. The 12-item Web Motivation Inventory (WMI) was initially developed using a sample of 408 college students. The WMI factor structure was then replicated using 112 nonstudent adults. The predictive validity of the scale was also verified, in that subscale scores predicted banner ad effectiveness across both student and nonstudent samples. Potential uses for the scale are discussed.
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