INTERNET USES AND GRATIFICATIONS: A Structural Equation Model of Interactive Advertising
This study investigates the interactivity construct in terms of its antecedents (i.e., motivations for using the Internet) and consequences (i.e., attitude toward the site, attitude toward the brand, and purchase intention). A structural equation model was developed for an empirical test, based on u...
Gespeichert in:
| Veröffentlicht in: | Journal of advertising 2005-06, Vol.34 (2), p.57-70 |
|---|---|
| Hauptverfasser: | , , |
| Format: | Artikel |
| Sprache: | eng |
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Tags: |
Tag hinzufügen
Keine Tags, Fügen Sie den ersten Tag hinzu!
|
| container_end_page | 70 |
|---|---|
| container_issue | 2 |
| container_start_page | 57 |
| container_title | Journal of advertising |
| container_volume | 34 |
| creator | Ko, Hanjun Cho, Chang-Hoan Roberts, Marilyn S. |
| description | This study investigates the interactivity construct in terms of its antecedents (i.e., motivations for using the Internet) and consequences (i.e., attitude toward the site, attitude toward the brand, and purchase intention). A structural equation model was developed for an empirical test, based on uses and gratification theory applied to the interactivity context. A sample of 385 college students in the United States and Korea participated in the experiment. The findings suggest that consumers who have high information motivations are more likely to engage in human-message interaction on a Web site, whereas social interaction motivations are more strongly related to human-human interaction. Both human-message and human-human interactions had a positive effect on attitude toward the site, which leads to positive attitude toward the brand and purchase intention. |
| doi_str_mv | 10.1080/00913367.2005.10639191 |
| format | Article |
| fullrecord | <record><control><sourceid>gale_proqu</sourceid><recordid>TN_cdi_gale_infotracgeneralonefile_A134209799</recordid><sourceformat>XML</sourceformat><sourcesystem>PC</sourcesystem><galeid>A134209799</galeid><jstor_id>4189297</jstor_id><sourcerecordid>A134209799</sourcerecordid><originalsourceid>FETCH-LOGICAL-c535t-295a66ac50d80a986c8e79cd499e7e53f27df9882d9dda4d7e6678451f83b7303</originalsourceid><addsrcrecordid>eNqFkV1rHCEUhofSQrdp_0Ep0ovezVbHcdTeDekkXUg3kN1A78T6sbi4Y6JOSv59HabpRQlUQeGc5z0ez1tVHxBcI8jgZwg5wrij6wZCUkId5oijF9UKEUJryiB5Wa1mqJ6p19WblI6wLMLRqvqx2e6Hm-2wB7e7YQf67VdwedPvNxeb83Jeb3dfQA92OU4qT1F6MNxPMrswgu9BGw-CBZsxmyhVdg8G9PrBxOySGw9vq1dW-mTe_bnPqtuLYX_-rb66viy1r2pFMMl1w4nsOqkI1AxKzjrFDOVKt5wbagi2DdWWM9ZorrVsNTVdR1lLkGX4J8UQn1Wflrp3MdxPJmVxckkZ7-VowpQEZojRMpECfvwHPIYpjqU30eCOUIgbXqB6gQ7SG-FGG3L528GM5Ys-jMa6Eu4RbhvIKZ_59TN82dqcnHpW0C0CFUNK0VhxF91JxkeBoJjtFE92itlO8WRnEb5fhMeUQ_yrahHjDacl3S_puYd4kr9C9Fpk-ehDtFGOypVR_OeJ3-2Wq6o</addsrcrecordid><sourcetype>Aggregation Database</sourcetype><iscdi>true</iscdi><recordtype>article</recordtype><pqid>236570329</pqid></control><display><type>article</type><title>INTERNET USES AND GRATIFICATIONS: A Structural Equation Model of Interactive Advertising</title><source>Jstor Complete Legacy</source><source>EBSCOhost Business Source Complete</source><creator>Ko, Hanjun ; Cho, Chang-Hoan ; Roberts, Marilyn S.</creator><creatorcontrib>Ko, Hanjun ; Cho, Chang-Hoan ; Roberts, Marilyn S.</creatorcontrib><description>This study investigates the interactivity construct in terms of its antecedents (i.e., motivations for using the Internet) and consequences (i.e., attitude toward the site, attitude toward the brand, and purchase intention). A structural equation model was developed for an empirical test, based on uses and gratification theory applied to the interactivity context. A sample of 385 college students in the United States and Korea participated in the experiment. The findings suggest that consumers who have high information motivations are more likely to engage in human-message interaction on a Web site, whereas social interaction motivations are more strongly related to human-human interaction. Both human-message and human-human interactions had a positive effect on attitude toward the site, which leads to positive attitude toward the brand and purchase intention.</description><identifier>ISSN: 0091-3367</identifier><identifier>EISSN: 1557-7805</identifier><identifier>DOI: 10.1080/00913367.2005.10639191</identifier><identifier>CODEN: JOADD7</identifier><language>eng</language><publisher>Abingdon: Routledge</publisher><subject>Advertising ; Advertising research ; Advertising to sales ratios ; Attitudes ; Audiences ; Behavior ; Behavioural sciences ; Brands ; Business studies ; Communication ; Consumer attitudes ; Consumer behavior ; Consumer motivation ; Consumers ; Empirical tests ; Entertainment ; Gratification ; Internet ; Internet access ; Marketing ; Mathematical models ; Motivation research ; Online advertising ; Social interaction ; Statistical analysis ; Structural equation modeling ; Studies ; Surveillance ; Websites ; World Wide Web</subject><ispartof>Journal of advertising, 2005-06, Vol.34 (2), p.57-70</ispartof><rights>Copyright Taylor & Francis Group, LLC 2005</rights><rights>Copyright 2005 American Academy of Advertising</rights><rights>COPYRIGHT 2005 Taylor & Francis Group LLC</rights><rights>Copyright American Academy of Advertising Summer 2005</rights><lds50>peer_reviewed</lds50><woscitedreferencessubscribed>false</woscitedreferencessubscribed><citedby>FETCH-LOGICAL-c535t-295a66ac50d80a986c8e79cd499e7e53f27df9882d9dda4d7e6678451f83b7303</citedby></display><links><openurl>$$Topenurl_article</openurl><openurlfulltext>$$Topenurlfull_article</openurlfulltext><thumbnail>$$Tsyndetics_thumb_exl</thumbnail><linktopdf>$$Uhttps://www.jstor.org/stable/pdf/4189297$$EPDF$$P50$$Gjstor$$H</linktopdf><linktohtml>$$Uhttps://www.jstor.org/stable/4189297$$EHTML$$P50$$Gjstor$$H</linktohtml><link.rule.ids>314,776,780,799,27901,27902,57992,58225</link.rule.ids></links><search><creatorcontrib>Ko, Hanjun</creatorcontrib><creatorcontrib>Cho, Chang-Hoan</creatorcontrib><creatorcontrib>Roberts, Marilyn S.</creatorcontrib><title>INTERNET USES AND GRATIFICATIONS: A Structural Equation Model of Interactive Advertising</title><title>Journal of advertising</title><description>This study investigates the interactivity construct in terms of its antecedents (i.e., motivations for using the Internet) and consequences (i.e., attitude toward the site, attitude toward the brand, and purchase intention). A structural equation model was developed for an empirical test, based on uses and gratification theory applied to the interactivity context. A sample of 385 college students in the United States and Korea participated in the experiment. The findings suggest that consumers who have high information motivations are more likely to engage in human-message interaction on a Web site, whereas social interaction motivations are more strongly related to human-human interaction. Both human-message and human-human interactions had a positive effect on attitude toward the site, which leads to positive attitude toward the brand and purchase intention.</description><subject>Advertising</subject><subject>Advertising research</subject><subject>Advertising to sales ratios</subject><subject>Attitudes</subject><subject>Audiences</subject><subject>Behavior</subject><subject>Behavioural sciences</subject><subject>Brands</subject><subject>Business studies</subject><subject>Communication</subject><subject>Consumer attitudes</subject><subject>Consumer behavior</subject><subject>Consumer motivation</subject><subject>Consumers</subject><subject>Empirical tests</subject><subject>Entertainment</subject><subject>Gratification</subject><subject>Internet</subject><subject>Internet access</subject><subject>Marketing</subject><subject>Mathematical models</subject><subject>Motivation research</subject><subject>Online advertising</subject><subject>Social interaction</subject><subject>Statistical analysis</subject><subject>Structural equation modeling</subject><subject>Studies</subject><subject>Surveillance</subject><subject>Websites</subject><subject>World Wide Web</subject><issn>0091-3367</issn><issn>1557-7805</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>2005</creationdate><recordtype>article</recordtype><sourceid>8G5</sourceid><sourceid>BEC</sourceid><sourceid>BENPR</sourceid><sourceid>GUQSH</sourceid><sourceid>M2O</sourceid><recordid>eNqFkV1rHCEUhofSQrdp_0Ep0ovezVbHcdTeDekkXUg3kN1A78T6sbi4Y6JOSv59HabpRQlUQeGc5z0ez1tVHxBcI8jgZwg5wrij6wZCUkId5oijF9UKEUJryiB5Wa1mqJ6p19WblI6wLMLRqvqx2e6Hm-2wB7e7YQf67VdwedPvNxeb83Jeb3dfQA92OU4qT1F6MNxPMrswgu9BGw-CBZsxmyhVdg8G9PrBxOySGw9vq1dW-mTe_bnPqtuLYX_-rb66viy1r2pFMMl1w4nsOqkI1AxKzjrFDOVKt5wbagi2DdWWM9ZorrVsNTVdR1lLkGX4J8UQn1Wflrp3MdxPJmVxckkZ7-VowpQEZojRMpECfvwHPIYpjqU30eCOUIgbXqB6gQ7SG-FGG3L528GM5Ys-jMa6Eu4RbhvIKZ_59TN82dqcnHpW0C0CFUNK0VhxF91JxkeBoJjtFE92itlO8WRnEb5fhMeUQ_yrahHjDacl3S_puYd4kr9C9Fpk-ehDtFGOypVR_OeJ3-2Wq6o</recordid><startdate>20050601</startdate><enddate>20050601</enddate><creator>Ko, Hanjun</creator><creator>Cho, Chang-Hoan</creator><creator>Roberts, Marilyn S.</creator><general>Routledge</general><general>M. E. Sharpe, Inc</general><general>Taylor & Francis Group LLC</general><general>Taylor & Francis Ltd</general><scope>AAYXX</scope><scope>CITATION</scope><scope>3V.</scope><scope>7WY</scope><scope>7WZ</scope><scope>7X5</scope><scope>7XB</scope><scope>87Z</scope><scope>885</scope><scope>88G</scope><scope>8A3</scope><scope>8BJ</scope><scope>8FI</scope><scope>8FJ</scope><scope>8FK</scope><scope>8FL</scope><scope>8G5</scope><scope>ABUWG</scope><scope>AFKRA</scope><scope>ANIOZ</scope><scope>AZQEC</scope><scope>BEC</scope><scope>BENPR</scope><scope>BEZIV</scope><scope>CCPQU</scope><scope>DWQXO</scope><scope>FQK</scope><scope>FRAZJ</scope><scope>FRNLG</scope><scope>FYUFA</scope><scope>F~G</scope><scope>GHDGH</scope><scope>GNUQQ</scope><scope>GUQSH</scope><scope>JBE</scope><scope>K60</scope><scope>K6~</scope><scope>M0C</scope><scope>M1F</scope><scope>M2M</scope><scope>M2O</scope><scope>MBDVC</scope><scope>PQBIZ</scope><scope>PQBZA</scope><scope>PQEST</scope><scope>PQQKQ</scope><scope>PQUKI</scope><scope>PRINS</scope><scope>PSYQQ</scope><scope>Q9U</scope><scope>S0X</scope></search><sort><creationdate>20050601</creationdate><title>INTERNET USES AND GRATIFICATIONS: A Structural Equation Model of Interactive Advertising</title><author>Ko, Hanjun ; Cho, Chang-Hoan ; Roberts, Marilyn S.</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c535t-295a66ac50d80a986c8e79cd499e7e53f27df9882d9dda4d7e6678451f83b7303</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>2005</creationdate><topic>Advertising</topic><topic>Advertising research</topic><topic>Advertising to sales ratios</topic><topic>Attitudes</topic><topic>Audiences</topic><topic>Behavior</topic><topic>Behavioural sciences</topic><topic>Brands</topic><topic>Business studies</topic><topic>Communication</topic><topic>Consumer attitudes</topic><topic>Consumer behavior</topic><topic>Consumer motivation</topic><topic>Consumers</topic><topic>Empirical tests</topic><topic>Entertainment</topic><topic>Gratification</topic><topic>Internet</topic><topic>Internet access</topic><topic>Marketing</topic><topic>Mathematical models</topic><topic>Motivation research</topic><topic>Online advertising</topic><topic>Social interaction</topic><topic>Statistical analysis</topic><topic>Structural equation modeling</topic><topic>Studies</topic><topic>Surveillance</topic><topic>Websites</topic><topic>World Wide Web</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Ko, Hanjun</creatorcontrib><creatorcontrib>Cho, Chang-Hoan</creatorcontrib><creatorcontrib>Roberts, Marilyn S.</creatorcontrib><collection>CrossRef</collection><collection>ProQuest Central (Corporate)</collection><collection>ABI/INFORM Collection</collection><collection>ABI/INFORM Global (PDF only)</collection><collection>Entrepreneurship Database</collection><collection>ProQuest Central (purchase pre-March 2016)</collection><collection>ABI/INFORM Global (Alumni Edition)</collection><collection>Banking Information Database (Alumni Edition)</collection><collection>Psychology Database (Alumni)</collection><collection>Entrepreneurship Database (Alumni Edition)</collection><collection>International Bibliography of the Social Sciences (IBSS)</collection><collection>Hospital Premium Collection</collection><collection>Hospital Premium Collection (Alumni Edition)</collection><collection>ProQuest Central (Alumni) (purchase pre-March 2016)</collection><collection>ABI/INFORM Collection (Alumni Edition)</collection><collection>Research Library (Alumni Edition)</collection><collection>ProQuest Central (Alumni Edition)</collection><collection>ProQuest Central UK/Ireland</collection><collection>Accounting, Tax & Banking Collection</collection><collection>ProQuest Central Essentials</collection><collection>eLibrary</collection><collection>ProQuest Central</collection><collection>Business Premium Collection</collection><collection>ProQuest One Community College</collection><collection>ProQuest Central Korea</collection><collection>International Bibliography of the Social Sciences</collection><collection>Accounting, Tax & Banking Collection (Alumni)</collection><collection>Business Premium Collection (Alumni)</collection><collection>Health Research Premium Collection</collection><collection>ABI/INFORM Global (Corporate)</collection><collection>Health Research Premium Collection (Alumni)</collection><collection>ProQuest Central Student</collection><collection>Research Library Prep</collection><collection>International Bibliography of the Social Sciences</collection><collection>ProQuest Business Collection (Alumni Edition)</collection><collection>ProQuest Business Collection</collection><collection>ABI/INFORM Global</collection><collection>Banking Information Database</collection><collection>ProQuest Psychology</collection><collection>Research Library</collection><collection>Research Library (Corporate)</collection><collection>ProQuest One Business</collection><collection>ProQuest One Business (Alumni)</collection><collection>ProQuest One Academic Eastern Edition (DO NOT USE)</collection><collection>ProQuest One Academic</collection><collection>ProQuest One Academic UKI Edition</collection><collection>ProQuest Central China</collection><collection>ProQuest One Psychology</collection><collection>ProQuest Central Basic</collection><collection>SIRS Editorial</collection><jtitle>Journal of advertising</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Ko, Hanjun</au><au>Cho, Chang-Hoan</au><au>Roberts, Marilyn S.</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>INTERNET USES AND GRATIFICATIONS: A Structural Equation Model of Interactive Advertising</atitle><jtitle>Journal of advertising</jtitle><date>2005-06-01</date><risdate>2005</risdate><volume>34</volume><issue>2</issue><spage>57</spage><epage>70</epage><pages>57-70</pages><issn>0091-3367</issn><eissn>1557-7805</eissn><coden>JOADD7</coden><abstract>This study investigates the interactivity construct in terms of its antecedents (i.e., motivations for using the Internet) and consequences (i.e., attitude toward the site, attitude toward the brand, and purchase intention). A structural equation model was developed for an empirical test, based on uses and gratification theory applied to the interactivity context. A sample of 385 college students in the United States and Korea participated in the experiment. The findings suggest that consumers who have high information motivations are more likely to engage in human-message interaction on a Web site, whereas social interaction motivations are more strongly related to human-human interaction. Both human-message and human-human interactions had a positive effect on attitude toward the site, which leads to positive attitude toward the brand and purchase intention.</abstract><cop>Abingdon</cop><pub>Routledge</pub><doi>10.1080/00913367.2005.10639191</doi><tpages>14</tpages></addata></record> |
| fulltext | fulltext |
| identifier | ISSN: 0091-3367 |
| ispartof | Journal of advertising, 2005-06, Vol.34 (2), p.57-70 |
| issn | 0091-3367 1557-7805 |
| language | eng |
| recordid | cdi_gale_infotracgeneralonefile_A134209799 |
| source | Jstor Complete Legacy; EBSCOhost Business Source Complete |
| subjects | Advertising Advertising research Advertising to sales ratios Attitudes Audiences Behavior Behavioural sciences Brands Business studies Communication Consumer attitudes Consumer behavior Consumer motivation Consumers Empirical tests Entertainment Gratification Internet Internet access Marketing Mathematical models Motivation research Online advertising Social interaction Statistical analysis Structural equation modeling Studies Surveillance Websites World Wide Web |
| title | INTERNET USES AND GRATIFICATIONS: A Structural Equation Model of Interactive Advertising |
| url | https://sfx.bib-bvb.de/sfx_tum?ctx_ver=Z39.88-2004&ctx_enc=info:ofi/enc:UTF-8&ctx_tim=2025-01-31T21%3A22%3A26IST&url_ver=Z39.88-2004&url_ctx_fmt=infofi/fmt:kev:mtx:ctx&rfr_id=info:sid/primo.exlibrisgroup.com:primo3-Article-gale_proqu&rft_val_fmt=info:ofi/fmt:kev:mtx:journal&rft.genre=article&rft.atitle=INTERNET%20USES%20AND%20GRATIFICATIONS:%20A%20Structural%20Equation%20Model%20of%20Interactive%20Advertising&rft.jtitle=Journal%20of%20advertising&rft.au=Ko,%20Hanjun&rft.date=2005-06-01&rft.volume=34&rft.issue=2&rft.spage=57&rft.epage=70&rft.pages=57-70&rft.issn=0091-3367&rft.eissn=1557-7805&rft.coden=JOADD7&rft_id=info:doi/10.1080/00913367.2005.10639191&rft_dat=%3Cgale_proqu%3EA134209799%3C/gale_proqu%3E%3Curl%3E%3C/url%3E&disable_directlink=true&sfx.directlink=off&sfx.report_link=0&rft_id=info:oai/&rft_pqid=236570329&rft_id=info:pmid/&rft_galeid=A134209799&rft_jstor_id=4189297&rfr_iscdi=true |