Participation in electronic commerce requires the diffusion of new technologies and techniques among the intended new electronic customers. This paper utilizes the theoretical perspective of uses and gratifications to develop measures of consumer motivations for access and use of the Internet, which is an important diffusion issue that precedes the decision to engage in electronic commerce. Motivations for the use of new commercial technology are the underlying factors that ultimately lead to the acceptance and subsequent diffusion of new commercial practices in consumer markets. Produced with the cooperation of America Online and HotWired, this research reports the results of a measure development study for three key measures that assess consumer adoption and use of commercial Internet services: Internet process motivations, Internet content motivations and Internet social motivations.
Stafford, Thomas, "Measuring Consumer Motivations to Use Marketspace" (2001). DIGIT 2001 Proceedings. 3.