PT  - JOURNAL ARTICLE
AU  - Rodgers, Shelly
AU  - Sheldon, Kennon M.
TI  - An Improved Way To Characterize Internet Users
AID  - 10.2501/JAR-42-5-85-94
DP  - 2002 Sep 01
TA  - Journal of Advertising Research
PG  - 85--94
VI  - 42
IP  - 5
4099  - http://www.journalofadvertisingresearch.com/content/42/5/85.short
4100  - http://www.journalofadvertisingresearch.com/content/42/5/85.full
SO  - J Advert Res2002 Sep 01; 42
AB  - 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.