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The Attractiveness of Different Online Formats: Motives and Frequencies of Use

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  • Jelena FILIPOVIC

    (University of Belgrade, Serbia)

Abstract

The aim of this study is to investigate motives that influence differences in usage of various Internet formats, by applying the uses and gratifications theory. Five kinds of Internet use motivations were analyzed: information, entertainment, convenience, social interaction and economic; in correlation with six types of online formats: websites, emails, blogs, chats, social networking websites and Internet shops. It was established that the type of the motivation does not influence the user's frequency of utilization of particular Internet format significantly. However, the intensity of motivation positively affects user's willingness to visit some Internet formats more often. These two findings are thoroughly discussed in the paper in terms of their significance for marketing managers involved in planning of effective marketing communications. The role of the gender in the usage of different online formats is also considered.

Suggested Citation

  • Jelena FILIPOVIC, 2013. "The Attractiveness of Different Online Formats: Motives and Frequencies of Use," Communications & Strategies, IDATE, Com&Strat dept., vol. 1(89), pages 105-115, 1st quart.
    • Handle: RePEc:idt:journl:cs8905
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    References listed on IDEAS

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    1. John Dimmick & Yan Chen & Zhan Li, 2004. "Competition Between the Internet and Traditional News Media: The Gratification-Opportunities Niche Dimension," Journal of Media Economics, Taylor & Francis Journals, vol. 17(1), pages 19-33.
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    Keywords

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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management

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