The Web Motivation Inventory

Shelly Rodgers · Ye Wang · Ruth Rettie · Frank H. Alpert

57 citations0/0 files storedInternational Journal of Advertising

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Technology Adoption and User Behaviour Digital Marketing and Social Media Psychometric Methodologies and Testing

Abstract

The Web Motivation Inventory (WMI) is used in internet advertising research, and is frequently used and cited in advertising, marketing and communication literature. Investigations of the robustness of the WMI have been somewhat limited. Additionally, new uses of the internet are not accounted for by the WMI since its publication in 2002. This paper replicates and extends the original WMI using participants in the US, UK and Australia and includes internet motives not previously examined. The results show that the four-factor WMI remained reliable and valid for all three samples. Findings suggest the extended WMI may be broken into 12 sub-scales that represent the original fourfactor measure.

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