This paper will describe the rationale and findings from a multinational study of online uses and gratifications conducted in the United States, Korea, and the Netherlands in spring 2003. A survey research method of study was conducted using a questionnaire developed in three languages and was presented to approximately 400 respondents in each country via the Web. Web uses and gratifications were analyzed cross-nationally in a comparative fashion and focused on the perceived involvement in different types of on-line communities. Findings indicate that demographic characteristics, cultural values, and Internet connection type emerged as critical factors that explain why the same technology is adopted differently. The analyses identified seven major gratifications sought by users in each country: social support, surveillance & advice, learning, entertainment, escape, fame & aesthetic, and respect. Although the Internet is a global medium, in general, web use is more local and regional. Evidence of media use and cultural values reported by country and online community supports the hypothesis of a technological convergence between societies, not a cultural convergence.
The aim of this study was to understand the motives for using the Internet, and its associations with users' attitudes, social values, and relational involvement. Also, this study attempted to crossculturally compare the difference in the pattern of motives and the associations among three countries ' the US, the Netherlands, and S. Korea. The design of methods was based on examination and revision of uses and gratification approach toward Internet users. Findings from factor analysis revealed that information seeking and Self-Improvement were the dominant and common reasons for using the Internet across three countries. The differences in the composition of motives in each country were also reported. Strong correlations across countries were found between all the motives and satisfaction of the Internet. Expectation and positive evaluation of the Internet were also important attitudes associated with Internet use motives. Postmaterialist value showed strong association with motives of information seeking and Self-Improvement. Community involvement was significantly associated with Internet use motives in Korean users.
Local online retail platforms (LORPs) are gaining popularity as digital channels that can increase physical retail agglomerations’ attractiveness and viability by stimulating online sales and consumer footfall. However, insights are needed to enrich academic understanding and guide practitioners in their decision-making process regarding use and optimization of these platforms for boosting retail agglomeration vitality. Drawing on uses and gratifications theory, an online survey of 442 Dutch consumers revealed that positive attitudes toward browsing LORPs induced both online purchase and offline visit intentions. Interestingly, despite LORPs' local focus, non-place-specific motives more substantially impacted positive browsing-related attitudes toward LORPs than place-specific ones.
