Motivations underlying the creation of personal Web pages: An exploratory study

The Internet and the World Wide Web have the potential to change the way that consumers live. Using a projective technique, we investigate the motivations that drive consumers to create their own personal Home Pages on the Web. In general, we find that McClelland's theory of motivation is broad enough to account for most of the motivations expressed by consumers. We have a special interest in integrating some accounts of postmodernism into McClelland's theory. Here too, we find that McClelland's theory is compatible with several postmodern accounts of consumer behavior as it relates to computer use.