An Improved Way To Characterize Internet Users
开发了一个12题项的Web动机量表，测量上网的四种主要动机（研究、交流、浏览、购物），并验证了其对横幅广告效果的预测能力。
<h3>ABSTRACT</h3> This article describes the development of a measure to assess four primary motives for using the internet-researching, communicating, surfing, and shopping. The 12-item Web Motivation Inventory (WMI) was initially developed using a sample of 408 college students. The WMI factor structure was then replicated using 112 nonstudent adults. The predictive validity of the scale was also verified, in that subscale scores predicted banner ad effectiveness across both student and nonstudent samples. Potential uses for the scale are discussed.