The Internet user relational orientation: towards a better understanding of online browsing behaviour

Abstract

ABSTRACT This study approaches the relational orientation of the Internet user as an individual characteristic that is not necessarily related to a specific website. It aims at better apprehending the Internet user’s online behaviour by introducing and validating the Internet user relational orientation (IURO) scale. A first study was conducted to purify the scale and assess its psychometric qualities. 1011 French Internet users, members of a research panel were contacted by email, to participate in the study. Exploratory factorial analysis followed by confirmatory factorial analysis show that IURO is a three-dimensional scale composed of communal trait, special treatment and confidence benefits. A second study (415 Internet users) was then conducted to check the scale’s external validity by using a different sample and websites.