E-shopping: An Analysis of the Uses and Gratifications Theory

  title={E-shopping: An Analysis of the Uses and Gratifications Theory},
  author={Weng Marc Lim and Ding Hooi Ting},
  journal={Mathematical Models and Methods in Applied Sciences},
  • Weng Marc Lim, D. Ting
  • Published 25 April 2012
  • Business
  • Mathematical Models and Methods in Applied Sciences
The Internet has experienced an exponential growth in the number of users and has created enormous increases in its marketing and communication applications during a considerably short period of time. Although both scholars and practitioners have jointly acknowledged the capabilities of the Internet as a marketing tool that offers great potentials and advantages, there remains a scarcity of knowledge pertaining to the motivations for using the Internet and associated online consumer behaviours… 

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