INTERNET USES AND GRATIFICATIONS: A Structural Equation Model of Interactive Advertising

  title={INTERNET USES AND GRATIFICATIONS: A Structural Equation Model of Interactive Advertising},
  author={Hanjun Ko and Chang-Hoan Cho and Marilyn Roberts},
  journal={Journal of Advertising},
  pages={57 - 70}
This study investigates the interactivity construct in terms of its antecedents (i.e., motivations for using the Internet) and consequences (i.e., attitude toward the site, attitude toward the brand, and purchase intention). A structural equation model was developed for an empirical test, based on uses and gratification theory applied to the interactivity context. A sample of 385 college students in the United States and Korea participated in the experiment. The findings suggest that consumers… 
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