Predicting RespondentsDecision to Participate in Web Surveys

摘要：

Web-based surveys have received increased attention given their potential cost and time benefits compared with other survey modes. The objective of this paper is to expose the determinants of intention to participate in web survey. This paper proposes a theoretical framework encompassing attitude toward a web survey,social norm,moral obligation,trust in sponsor of survey,topic involvement,topic sensitivity,and reputation of the sponsor to predict potential respondents web survey participation decision. Based on theory of reason action,we empirically tested the proposed model using a structural equation modeling (SEM). The results indicate that in a specific web survey, attitude,social norm,moral obligation,reputation of sponsor and trust in sponsor have positive effects on participation intention,while attitude completely mediates the relationship between topic involvement and participation intentions. However,topic sensitivity of the web survey has no effect either on attitude or participation intention.

关键词： Web survey Data collection Theory of Reasoned Action (TRA) Topic involvement Trust

作者: Jiaming Fang Chao Wen

作者单位: Dept. of Management Science & E-business,University of Electronic Science & Technology of China,Chen College of Business,University of North Texas,Denton,TX,76203,USA

会议类型: 国际会议

会议名称: The Tenth Wuhan International Conference on E-Business(第十届武汉电子商务国际会议)

会议地点: 成都

会议语种:英文

页码: 51-56

在线出版日期: 2011-05-13（万方平台首次上网日期，不代表论文的发表时间）