Uses and Gratifications Theory and E-Consumerm Behaviours: A Structural Equation Modeling Study

Xueming Luo

Drawing from uses and gratifications theory, this study explores influences of informativeness, entertainment, and irritation on various online consumer behaviors such as attitude toward the Web, Web usage, and satisfaction.
  

Uses and Gratifications Theory and E-Consumer Behaviors: A Structural Equation Modeling Study

Xueming LuoDepartment of Business Administration, State University of New York

 INTRODUCTION AND BACKGROUND

Although it is widely acknowledged that the Web as a marketing tool or medium offers great potentials and advantages (Cook and Coupey 1998), less is known about the motivations for using the Web and associated online consumer behaviors (Chen and Wells 1999; Korgaonkar and Wolin 1999). Uses and gratifications theory may provide novel insights into the meaning and determinants of consumer online behaviors such as attitude to the Web, Web usage and...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands