The Web Motivation Inventory (WMI) is used in academic research and is cited in the academic Internet advertising literature. To date, the scale has only been tested on U.S. consumers. This research replicates the WMI using consumers from the United States, United Kingdom, Australia, and South Korea. Our findings revealed the same four-factor structure for three of the four countries, providing evidence of the scale's global stability. However, the four motives--research, communicate, surf, and

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... shop-differed significantly among the countries. Shelly Rodgers, (Ph.D.) is an assistant professor of strategic communication at the Missouri School of Journalism, University of Missouri-Columbia. Her research examines information processing of Internet health news and promotions as well as health communications on teen smoking and breast cancer.