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The Internet user relational orientation: towards a better understanding of online browsing behaviour.

Authors :
Agrebi, Meriem
Source :
Journal of Marketing Management; Oct 2021, Vol. 37 Issue 13/14, p1374-1408, 35p, 2 Diagrams, 17 Charts, 3 Graphs
Publication Year :
2021

Abstract

This study approaches the relational orientation of the Internet user as an individual characteristic that is not necessarily related to a specific website. It aims at better apprehending the Internet user's online behaviour by introducing and validating the Internet user relational orientation (IURO) scale. A first study was conducted to purify the scale and assess its psychometric qualities. 1011 French Internet users, members of a research panel were contacted by email, to participate in the study. Exploratory factorial analysis followed by confirmatory factorial analysis show that IURO is a three-dimensional scale composed of communal trait, special treatment and confidence benefits. A second study (415 Internet users) was then conducted to check the scale's external validity by using a different sample and websites. [ABSTRACT FROM AUTHOR]

Details

Language :
English
ISSN :
0267257X
Volume :
37
Issue :
13/14
Database :
Complementary Index
Journal :
Journal of Marketing Management
Publication Type :
Academic Journal
Accession number :
153493242
Full Text :
https://doi.org/10.1080/0267257X.2021.1917644