Internet motives of users in the United States, United Kingdom, Australia and Korea: A cross-cultural replication of the WMI

Shelly Rodgers, Yan Jin, Ruth Rettie, Frank Alpert and Doyle Yoon

The Web Motivation Inventory (WMI) is used in academic research and is cited in the academic Internet advertising literature.
  

Internet motives of users in the United States, United Kingdom, Australia and Korea: a cross-cultural replication of the WMI

Shelly RodgersUniversity of Missouri-Columbia

Yan JinVirginia Commonwealth University

Ruth RettieKingston University

Frank AlpertGriffith University

Doyle YoonThe University of Oklahoma

INTRODUCTION

Motives drive consumers' use of and response to Internet advertising and marketing, motives can be used to make predictions about web-related attitudes and behaviors (Rodgers and Cannon 2000). Although a number of Internet usage studies have been conducted in the United States, very little is known about Internet motives in other countries. Yet Internet...

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