Replication, extension and application to internet
advertising. The Web Motivation Inventory (WMI) is used
in internet advertising research, and is frequently used
and cited in advertising, marketing and communication
literature. Investigations of the robustness of the WMI
have been somewhat limited. Additionally, new uses of
the internet are not accounted for by the WMI since its
publication in 2002. This paper replicates and extends
the original WMI using participants in the US, UK and
Australia and includes internet motives not previously
examined. The results show that the four-factor WMI
remained reliable and valid for all three samples. pdf.
2007