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Identifying Motivations for the Use of Commercial Web Sites

Author

Listed:
  • Thomas F. Stafford

    (Texas Women’s University, USA)

  • Marla R. Stafford

    (University of North Texas, USA)

Abstract

The uses and gratifications theoretical framework has continued to prove useful in the study of new and emerging media. In previous research on television as a medium, motivations for media use have been grouped into either process gratifications (motivations associated with using the medium, like channel surfing) or content gratifications (motivations related to information or entertainment delivered by the medium, like watching the evening news for information). This study applies the uses and gratifications perspective to better understand the factors motivating commercial Web site use, and identifies a new media use gratification unique to the Internet: socialization (using the medium to communicate with people). Through the cooperation of two major on-line companies, this research reports the results of a two-part study that begins with the identification of 179 motivations for Web use and subsequently reduces those to five primary underlying factors. These factors are discussed and related to three key indicators: frequency of Web use, frequency of computer use, and affinity with the computer. Implications for new social gratifications for Internet use are discussed, and directions for future research are proposed.

Suggested Citation

  • Thomas F. Stafford & Marla R. Stafford, 2001. "Identifying Motivations for the Use of Commercial Web Sites," Information Resources Management Journal (IRMJ), IGI Global, vol. 14(1), pages 22-30, January.
    • Handle: RePEc:igg:rmj000:v:14:y:2001:i:1:p:22-30
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    Citations

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    Cited by:

    1. Nour El Houda Ben Amor & Mohamed Nabil Mzoughi, 2023. "Do Millennials’ Motives for Using Snapchat Influence the Effectiveness of Snap Ads?," SAGE Open, , vol. 13(3), pages 21582440231, July.
    2. Muhammad Fazal Ijaz & Jongtae Rhee, 2018. "Constituents and Consequences of Online-Shopping in Sustainable E-Business: An Experimental Study of Online-Shopping Malls," Sustainability, MDPI, vol. 10(10), pages 1-24, October.
    3. Jooyoung Hwang & Anita Eves & Jason L. Stienmetz, 2021. "The Impact of Social Media Use on Consumers’ Restaurant Consumption Experiences: A Qualitative Study," Sustainability, MDPI, vol. 13(12), pages 1-33, June.
    4. Ahlam Al-Muwil & Vishanth Weerakkody & Ramzi El-haddadeh & Yogesh Dwivedi, 2019. "Balancing Digital-By-Default with Inclusion: A Study of the Factors Influencing E-Inclusion in the UK," Information Systems Frontiers, Springer, vol. 21(3), pages 635-659, June.
    5. Eisenbeiss, Maik & Blechschmidt, Boris & Backhaus, Klaus & Freund, Philipp Alexander, 2012. "“The (Real) World Is Not Enough:” Motivational Drivers and User Behavior in Virtual Worlds," Journal of Interactive Marketing, Elsevier, vol. 26(1), pages 4-20.
    6. Wagner, Timm F. & Baccarella, Christian V. & Voigt, Kai-Ingo, 2017. "Framing social media communication: Investigating the effects of brand post appeals on user interaction," European Management Journal, Elsevier, vol. 35(5), pages 606-616.
    7. Lee, Yoojung & Kim, Hye-Young, 2019. "Consumer need for mobile app atmospherics and its relationships to shopper responses," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 437-442.
    8. Weng Marc Lim & Ding Hooi Ting, 2012. "E-shopping: An Analysis of the Uses and Gratifications Theory," Modern Applied Science, Canadian Center of Science and Education, vol. 6(5), pages 1-48, May.

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