Abstract

The aim of this study is to replicate the Web Motivation Inventory (WMI) in new context. To date, the scale has only been tested on consumers in the United States, United Kingdom, Australia and South Korea. This research replicates the WMI using consumers from three Arab countries namely Jordan, UAE, and KSA. Results show that the same four-factor structure has been produced for the three countries, providing evidence of the scales cross cultural stability. Additional results show that there were differences in the four motives; research, communicate, surf, and shop in the three countries.

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