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| Author: | Rodgers, S. (et al.) |
| Title: | The Web Motivation Inventory Replication, extension and application to internet advertising |
| Journal: | International Journal of Advertising
2007 : VOL. 26:4, p.447-476 |
| Index terms: | internet advertising USA United Kingdom Australia |
| Freeterms: | web motivation inventory |
| Language: | eng |
| Abstract: | The Web Motivation Inventory (WMI) is used in internet advertising research, and is often used and cited in advertising, marketing and communication literature. This study replicates and extends the original WMI using participants in the US, UK and Australia and includes internet motives that have not been researched previously. The results show that the four-factor WMI remained consistent and valid for all three samples. Findings suggest the extended WMI may be broken into 12 sub-scales that represent the original four-factor measure. |
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