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The Internet user relational orientation: towards a better understanding of online browsing behaviour.
- 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]
- Subjects :
- INTERNET users
FACTOR analysis
PSYCHOMETRICS
Subjects
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