Interactive Advertising Uses and Gratifications: a Comparative Analysis of Factors Motivating Media Use For Two New Product Types

Based on uses and gratification theory, this working paper investigates consumers’ media usage motivations for different interactive media channels when they want to learn more about two different types of new products (consumer good versus consumer durable). An online study was conducted (N = 330) to explore the motives that drive the usage of a product’s Web site, blogs or bulletin boards. Preliminary findings suggest that information needs for a new consumer good are significantly lower than those for a new consumer durable. Additionally, findings indicate that the motives to use interactive media differ significantly between different media channels.

Citation:

Dorothea Schaffner (2011) ,"Interactive Advertising Uses and Gratifications: a Comparative Analysis of Factors Motivating Media Use For Two New Product Types", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 590-591.