大学生网红商品感知价值量表的编制及信效度检验OA

Objective:To develop a perceived value scale for influencer products among college students in digital con-sumption contexts and examine its reliability and validity.Methods:An initial questionnaire was formulated based on data from 62 college students(Sample 1)and 40 college students(Sample 2).Data from 194 college students(Sample 3)were used for item analysis and exploratory factor analysis of the initial scale.Data from 332 college students(Sample 4)were used for confirmatory factor analysis and psychometric testing,with the Online Shopping Customer Loyalty Questionnaire as the criterion measure.Retesting of 247 participants(Sample 5)from Sample 4 occurred after a one-month interval.Re-sults:The final scale comprised 22 items across four factors:social value,price value,quality value and emotional value.The four-factor model demonstrated good fit(x2/df=1.487,CFI=0.954,IFI=0.955,TLI=0.948,RMSEA=0.038).Cronbach'sα coefficients,split-half reliability coefficients and test-retest reliability coefficients for the total scale and each factor ranged from 0.78 to 0.91,0.78 to 0.87,and 0.89 to 0.96,respectively.Correlation coefficients between the scale's total and factor scores and the criterion questionnaire total score ranged from 0.42 to 0.66.Conclusion:The perceived value scale for influencer products among college students demonstrates good reliability and validity and is suitable for future research.