인터넷 이용동기와 인터넷 이용자 특성 및 행태간 관계에 관한 연구

A Study on the Internet Usage Motivation, User Characteristics, and Usage Behavior

This study is to classify the motivations of the Internet usage applying to the uses and gratification theory. These motivations were studied in relation with web usage and demographic factors. Three major results were obtained. First, seven types of motivations were derived. These were shopping motivation, entertainment motivation, habitual motivation, communication motivation, transaction motivation, and goal-directed/ exploratory information search motivation. These results mean that the Internet is considered and utilized not only as a communication medium but as a market. Second, the results suggest that these motivations were found to predict successfully web usage including the number of hours per day spent on the Internet, the purchases made from the Internet, and the percentage of time spent for business versus personal purposes. Finally, demographic characteristics such as gender, age, occupation were significantly correlated with the seven internet motivations.