Determining Uses and Gratifications for the Internet
基于一家大型互联网服务提供商的客户数据，实证推导出消费者互联网使用的三个关键满足维度：过程满足、内容满足和全新的社交满足，对管理互联网作为商业媒介及未来电子商务研究有参考价值。
ABSTRACT Uses and gratifications (U&G) is a media use paradigm from mass communications research that guides the assessment of consumer motivations for media usage and access. It has been used previously in research and decision making related to the promotion of emerging radio and television media. Recent adaptations of U&G research to the Internet are incomplete and have not identified important new Internet‐specific gratifications. This paper empirically derives dimensions of consumer Internet use and usage gratifications among customers of a prominent Internet Service Provider (ISP). Results describe three key dimensions related to consumer use of the Internet, including process and content gratifications as previously found in studies of television, as well as an entirely new social gratification that is unique to Internet use. All three dimensions of gratification are relevant to managing the Internet as a commercial medium, and measures developed from the gratification profiles identified here can serve as trait‐valid scales in future Internet and e‐commerce research.