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Proposal of a Digital Identity Scale

Abstract : 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.
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Contributor : Joël Brée Connect in order to contact the contributor
Submitted on : Friday, February 22, 2019 - 5:16:04 PM
Last modification on : Wednesday, March 9, 2022 - 3:50:02 PM



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⟩



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