The Attractiveness of Different Online Formats : Motives and Frequencies of Use

The aim of this study is to investigate motives that influence differences in usage of various Internet formats, by applying the uses and gratifications theory. Five kinds of Internet use motivations were analyzed: information, entertainment, convenience, social interaction and economic; in correlation with six types of online formats: websites, emails, blogs, chats, social networking websites and Internet shops. It was established that the type of the motivation does not influence the user's frequency of utilization of particular Internet format significantly. However, the intensity of motivation positively affects user's willingness to visit some Internet formats more often. These two findings are thoroughly discussed in the paper in terms of their significance for marketing managers involved in planning of effective marketing communications. The role of the gender in the usage of different online formats is also considered