An exploratory study on motivation and concerns behind Internet access

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An exploratory study on motivation and concerns behind Internet access

 

Author: Wan, Yeung-kiu Kester
Title: An exploratory study on motivation and concerns behind Internet access
Degree: M.B.A.
Year: 2001
Subject: Internet
Hong Kong Polytechnic University -- Dissertations
Department: Dept. of Management
Pages: 134 leaves ; 30 cm
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b1611625
URI: http://theses.lib.polyu.edu.hk/handle/200/549
Abstract: This paper applies the uses and gratification theory to improve the understanding of web usage, it also explores Internet users' motivations and concerns. These motivations and concerns, as well as demographic factors and online shopping activities, were studied in conjunction with Internet usage: 1) number of hours spent on the web per week, (2) number of hours spent on Internet at home; 3) number of hours spent on Internet at office; and 4) users' experience with Internet. Multivariate factor analysis suggests the presence of eight motivations and concerns regarding Internet use. Studies and knowledge in this respect is first systematically developed by Pradeep K. Korgaonkar in U.S.A.. The current study is the first exploratory study to extend this way of study to the Hong Kong Internet users. Data are collected from 177 respondents in Hong Kong. It has been found that there are significant correlation between motivations and concerns, demographics, Internet usage, online shopping activities and media consumption. These information provide invaluable implications for the marketers on market segmentation, product selection and media plan.

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