Uses and Gratifications Theory and E-Consumer Behaviors

ABSTRACT Drawing from uses and gratifications theory, this study explores influences of informativeness, entertainment, and irritation on various online consumer behaviors such as attitude toward the Web, Web usage, and satisfaction. Particularly, web usage and satisfaction are explored as the consequences of attitude toward the Web, while informativeness, entertainment, and irritation are the antecedents of attitude toward the Web. This nomological model was tested with a structural equation modeling (SEM) approach. SEM results indicated that the uses and gratifications theory explains well consumers’ attitude toward the Web. Internet users who perceive the Web as entertaining and informative generally show a positive attitude toward the Web. In contrast, those who perceive the Web as irritating indicate a negative attitude toward the Web. Finally, this study found that web users with a positive attitude toward the Web browse the Net more oftentimes and feel more satisfied.

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