Internet Usage, Motives and Advertisements: Empirical Evidences from Iran

This study explains the internet usage among Iranian users. Therefore it has been tried to give basic answers to this question that: What is the Iranians main use for internet and not shopping online? Based on this, by thoroughly analyzing the literature of internet users and develop a comprehensive theoretical model, the use of internet was tested in the web domain. The results indicate that; there is a significant relation between the demographic variables (age, education) and the motivations for using the Internet, also results show that in Iran, men and women use the internet for more searching motivations, and one of the major reasons that Iranian users do not shop online is the mistrust to receive that product. This study was done on a descriptive–analytical basis and based on the achievements of this research, it was recommended to advertising agencies that by using the indicators identified how to make appropriate steps in order to provide online advertising.