Abstract
This paper reports a series of studies that develop an empirically-derived instrument for assessing online communication attitude, a multidimensional set of individual cognitive-affective constructs that influence media choice. The first study inductively develops an initial item pool and tests dimensional structure via exploratory factor analysis. The second study further refines this structure and also tests the association between online communication attitude and media use in same-sex friendships. Finally, the third study deductively tests global model fit via confirmatory factor analysis, and establishes concurrent validity with theoretically related communication constructs. Beyond identifying motives underlying media choice, the instrument developed here possesses heuristic potential for clarifying media choice theory and elaborating the association between communication competence and media choice.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
