“PIN” pointing the motivational dimensions behind Pinterest

作者:

Highlights:

• The central findings are the uses and gratifications of Pinterest.

• A confirmatory factor analysis revealed five uses and gratifications.

• Fashion, entertainment, organization, virtual exploration and creative projects.

• A second-order model was proposed to explain the motivations to use Pinterest.

• Motivations provide retailers information about using Pinterest as a marketing tool.

摘要

•The central findings are the uses and gratifications of Pinterest.•A confirmatory factor analysis revealed five uses and gratifications.•Fashion, entertainment, organization, virtual exploration and creative projects.•A second-order model was proposed to explain the motivations to use Pinterest.•Motivations provide retailers information about using Pinterest as a marketing tool.

论文关键词:Pinterest,Uses and gratifications,Motivations

论文评审过程:Available online 14 February 2014.

论文官网地址:https://doi.org/10.1016/j.chb.2014.01.011