Exploring motivations for consumer Web use and their implications for e-commerce

Jessica L. Joines, (Account Executive, DDB San Francisco, San Francisco, USA), Clifford W. Scherer, (Associate Professor, Department of Communication, Cornell University, Ithaca, New York, USA), Dietram A. Scheufele, (Assistant Professor, Department of Communication, Cornell University, Ithaca, New York, USA)

Abstract:

This study examines the influence of demographic variables and dimensions of motivational factors of two types of consumer Web use: percentage of weekly Web surfing time spent searching for product and service-related information and online shopping and transactions. It combines data from two sources: a self-administered survey of 59 undergraduates in an introductory communication course at Cornell University; and a mail/Web survey of 59 New York State residents who had reported subscribing to an online service in a previous mail survey. We found distinctively different patterns of relationships among demographics and motivational factors for the two types of dependent variables. Most importantly, transactional privacy concerns were found to be negatively related to percentage of time spent on product searches and online shopping, while economic motivations had a positive influence. In addition, online shopping was found to be predicted by information motivations, interactive control motivations, and socialization motivations. Implications for Web-based commerce and advertising are discussed. >

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