Uses and gratifications of commercial websites in Egypt

Towards a new model

Datos Bibliográficos

ID12913268
AutoresAbd El-Basit Ahmed Hashem Mahmoud (Technische Universität Ilmenau, autor de correspondencia), Paul Klimsa (Technische Universität Ilmenau), Philip J Auter
Año2010
Volumen3
Número1
Páginas99-120
Fecha de publicación2010-11-01
Open AccessNo
TipoARTICLE
RevistaJournal of Arab & Muslim Media Research (JOURNAL)
Identificadores de la revistaISSN: 1751-9411 • E-ISSN: 1751-942X
EditorialIntellect (PUBLISHER • GB)
DOI10.1386/jammr.3.1-2.99_1
OpenAlexW2334013137
IdiomaEN
Citas recibidas1
Referencias citadas40

An online survey was conducted with Egyptian users who visited commercial websites. A total of 296 people responded to an Arabic survey that questioned the reasons they use commercial websites as well as what gratifications they obtain from the experience. Education level and type of job were found to be significant predictors of commercial website use. Social interaction and information gathering were found to be key predictors of how long a respondent stayed on a website. Positive attitudes about a commercial website were found to be correlated with gratifications sought from using the site as well as perceived gratifications obtained from the experience. As expected, gratifications sought were positively correlated with gratifications obtained. Amount of time spent these websites was correlated with gratifications sought and obtained.This study attempts to clarify the motives, attitudes and obtained gratifications from commercial websites, as well as the relationships among these elements. The present research has demonstrated that the intersection of uses and gratifications theory and online marketing can lead to a deeper understanding of the marketing constraints and utilities offered by interactive computer-mediated communication technology

Advertising · Bookmarking · Business · Political science · Respondent · Social media · Uses and gratifications theory · World Wide Web · Computer Science · Digital Marketing and Social Media · Impact of Technology on Adolescents · Psychology · Social Psychology · Technology Adoption and User Behaviour · Marketing

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