Assesses motivations for going online that reflect a desire to escape from problems, alleviate boredom, relax, and connect with like-minded others. Administered as part of a large-scale survey of retail customers (n=1,249), capturing uses-and-gratifications style reasons for internet engagement. Items span passive escapes (tuning out, relaxing, forgetting problems) and social connection motivations (chatting, making friends). Conceptually related to Korgaonkar and Wolin's (1999) web usage typology, though items were independently created.
Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., & Kannan, P.K. (2016). From social to sale: The effects of firm-generated content in social media on customer behavior. Journal of Marketing, 80(1), 7–25.
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