An application of uses and gratifi cations theory to compare consumer motivations for magazine and Internet usage among South African women’s magazine readers
نویسندگان
چکیده
1Uses and gratifi cations theory provides an analytical framework for explaining consumer motivations for media usage. In this study, uses and gratifi cations theory was used to compare the motivations for using magazines and the Internet among women’s magazine readers in South Africa. By focusing on the usage of the two media, the study aimed to provide a lens through which women’s magazine publishers could view opportunities for online publishing. A webbased survey instrument was used to collect data. A factor analysis of this data identifi ed seven gratifi cation factors for Internet usage and six gratifi cation factors for magazine usage. The fi ndings also revealed that magazine usage provided superior gratifi cation on more dimensions of gratifi cation factors than Internet usage. 2
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