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Internet Motives of Users in the United States, United Kingdom, Australia, and Korea
Journal of Interactive Advertising
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, anddoi:10.1080/15252019.2005.10722108 fatcat:yumzy3ataves5d53hevn4grtmm