An improved way to characterize internet users

This article describes the development of a measure to assess four primary motives for using the internet - researching, communicating, surfing, and shopping.

An Improved Way To Characterize Internet Users

Shelly RodgersUniversity of Minnesota andKennon M. SheldonUniversity of Missouri

There is a small but growing area of research in mass communication that focuses on the motivations for web use, rather than demographic...