An improved way to characterize internet users

Kennon M. Sheldon and Shelly Rodgers

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...

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