Proposal of a Digital Identity Scale

Romain Sohier (1) , Joël Bree (2, 3)

1 Métis Lab EM Normandie
2 ESSCA Research Lab
3 NIMEC - Normandie Innovation Marché Entreprise Consommation

The concept of identity is very important in consumer behavior. It is considered as a predictor of behaviors. With a digital sociocultural context, a new perspective emerges in the marketing literature: the digital identity. With a qualitative study, we find four dimensions to define the construct (the multiplication of Self, the expression of the Self, the virtual sociality, the virtual reputation). Then we generate items. After a content validity with four experts, we conducted a quantitative study. By combining a principal component analysis (with a sample of 468 respondents) and a confirmatory factor analysis (524 respondents), we tested our scale with structural equation methods. The four dimensions model reveals satisfactory psychometric properties.

Keywords: Measure scale; Digital identity; Digital marketing; Digital environments

Domains: Humanities and Social Sciences; Business administration

Romain Sohier, Joël Bree. Proposal of a Digital Identity Scale. Patricia Rossi. 2016 Academy of Marketing Science (AMS) World Marketing Congress, Paris, France. Springer, pp.1219-1231, 2017, Marketing at the Confluence between Entertainment and Analytics, 978-3-319-47330-7. ⟨10.1007/978-3-319-47331-4_235⟩. ⟨hal-02046569⟩