Applying the uses and gratification theory to improve the understanding of Web usage, the authors explore Web users' motivations and concerns. These motivations and concerns, as well as demographic factors, were studied in three usage contexts: (1) the number of hours per day spent on the Web, (2) the percentage of time spent for business versus personal purposes, and (3) the purchases made from a Web business and, if purchases were made, the approximate number of times purchasers placed orders on the Web. Multivariate factor analysis suggests the presence of seven motivations and concerns regarding Web use. Additionally, the results suggest that these seven factors, along with age, income, gender, and education levels, are significantly correlated with the three usage contexts.
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