Objectives of knowledge management

Motivation for use of online services
Marketers can also develop 
psychographic segmentations
which help explain motivation. 
Specialised psychodemographic profiles have been developed for web users. See Box 4.1 for 
an example of this type of segmentation applied to responsiveness to online advertising. 
Which profile do you fit?
The revised Web Motivation Inventory (WMI) identified by Rodgers 
et al
. (2007) is a use-
ful framework for understanding different motivations for using the web. The four motives 
which cut across cultures are: research (information acquisition), communication (socialisa-
tion), surfing (entertainment) and shopping, and these are broken down further below.
1 
Community
● 
Get to know other people
●