Internet uses and gratifications: A structural equation model of interactive advertising

Hanjun Ko, Chang Hoan Cho, Marilyn S. Roberts

Research output: Contribution to journalArticlepeer-review

640 Citations (Scopus)


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 who have high information motivations are more likely to engage in human-message interaction on a Web site, whereas social interaction motivations are more strongly related to human-human interaction. Both human-message and human-human interactions had a positive effect on attitude toward the site, which leads to positive attitude toward the brand and purchase intention.

Original languageEnglish
Pages (from-to)57-70
Number of pages14
JournalJournal of Advertising
Issue number2
Publication statusPublished - 2005

Bibliographical note

Funding Information:
This work was supported in part by the new faculty research program (2004) of Kookmin University in S. Korea.

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Communication
  • Marketing


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