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Internet Usage, Motives and Advertisements: Empirical Evidences from Iran

Author

Listed:
  • Manoocher Niknam

    (Department of Business Management, Ghazali's Higher Education Institute, Qazvin, Iran)

  • Kobra Najafi

    (Department of Business Management, Islamic Azad University, Tehran, Iran)

  • Azamosadat Hoseini

    (Department of Business Management, Ghazali's Higher Education Institute, Qazvin, Iran)

  • Sima Amirpoor

    (Department of Business Management, Ghazali's Higher Education Institute, Qazvin, Iran)

  • Parisa Bahmandar

    (Department of Business Management, Ghazali's Higher Education Institute, Qazvin, Iran)

  • Elham Rahmani

    (Department of Business Management, Ghazali's Higher Education Institute, Qazvin, Iran)

  • Maryam Faraji

    (Department of Business Management, Ghazali's Higher Education Institute, Qazvin, Iran)

Abstract

This study explains the internet usage among Iranian users. Therefore it has been tried to give basic answers to this question that: What is the Iranians main use for internet and not shopping online? Based on this, by thoroughly analyzing the literature of internet users and develop a comprehensive theoretical model, the use of internet was tested in the web domain. The results indicate that; there is a significant relation between the demographic variables (age, education) and the motivations for using the Internet, also results show that in Iran, men and women use the internet for more searching motivations, and one of the major reasons that Iranian users do not shop online is the mistrust to receive that product. This study was done on a descriptive–analytical basis and based on the achievements of this research, it was recommended to advertising agencies that by using the indicators identified how to make appropriate steps in order to provide online advertising.

Suggested Citation

  • Manoocher Niknam & Kobra Najafi & Azamosadat Hoseini & Sima Amirpoor & Parisa Bahmandar & Elham Rahmani & Maryam Faraji, 2014. "Internet Usage, Motives and Advertisements: Empirical Evidences from Iran," International Journal of Innovation in the Digital Economy (IJIDE), IGI Global, vol. 5(4), pages 37-49, October.
    • Handle: RePEc:igg:jide00:v:5:y:2014:i:4:p:37-49
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