The Web Motivation Inventory: replication, extension and application to internet advertising

Shelly Rodgers, Qimei Chen, Ye Wang, Ruth Rettie and Frank Alpert

The Web Motivation Inventory (WMI) is used in internet advertising research, and is frequently used and cited in advertising, marketing and communication literature.

The Web Motivation Inventory: replication, extension and application to internet advertising

Shelly RodgersUniversity of Missouri-Columbia

Qimei Chen University of Hawaii

Ye WangMissouri School of Journalism

Ruth RettieKingston University

Frank AlpertThe University of Queensland

INTRODUCTION

Internet advertisers in the US spent $7.9 billion during the first six months of 2006 – a 37% increase over the first half of 2005 (IAB 2006). Increase in online advertising reaffirms the internet's growing importance for advertisers and marketers who want to engage consumers and leverage branding opportunities. From search engines, behavioural targeting, consumer-generated content, broadband and new emerging platforms...

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