Measurement Equivalence of Web Surveys Based on Social Media

摘要：

Web surveys have become a very important way of empirical research. The rise of social media provides a new platform for web surveys. Investigators can collect data based on different social media platforms to get more respondents of higher external validity at a lower cost However, there is no domestic expert and scholar to conduct related researches on web surveys based on social media. This paper studies the measurement equivalence of surveys among BBS, micro blog and SNS using CFA. The result shows that three surveys have the same basic structure, factor loading matrix and factor covariance matrix; moreover, the intercepts are equivalent across micro blog and SNS.

关键词： web surveys measurement equivalence social media Confirmatory Factor Analysis (CFA)

作者: Zhu Wenlong Shao Peiji FangJiaming

作者单位: School of Management and Economics, University of Electronic Science and Technology of China,China

会议类型: 国际会议

会议名称: The Eleventh Wuhan International Conference on E-Business(第十一届武汉电子商务国际会议)

会议地点: 武汉

会议语种:英文

页码: 225-230

在线出版日期: 2012-05-26（万方平台首次上网日期，不代表论文的发表时间）