Exploratory Factor Analysis Method Research Articles

Dream housing: Exploring effective factors on housing livability in the neighborhood from the perspective of residents

The purpose of this study is to develop a new concept of livability as "livable housing" in order to identify the factors that determine the subjective satisfaction of residents with the internal and surrounding environment of the housing and to estimate its level among urban neighborhoods with subjective and objective data. In order to fill the knowledge gap in livability studies, especially housing livability, the present study has looked at the link between livability and housing indicators and has evaluated this link among the residents of urban neighborhoods with different socio-economic contexts. This study has been evaluated the indicators of livable housing in an empirical analysis among the neighborhoods of Karaj metropolitan area (as a leading city) with the cluster sampling method and choosing 8 neighborhoods (as the scope of the research) as well as 402 cases (as a sample statistics derived from Cochran's formula).In this evaluation, the questionnaire with (72 sub-indicators in 15 groups) is the main criterion for data collection, and the analyzes are using statistical and spatial combined methods. The statistical analysis of the questionnaire includes preparing the data for weighting and determining the important and influential factors with the exploratory factor analysis method in the SPSS environment. The stratification of neighborhoods is done with the multi-criteria decision-making model (TODIM) by combining the raw data and the weight of indicators extracted from the EFA method. Also, the accuracy of the results has been measured with the RMS method and the use of spatial methods in (GIS).The results showed environmental, social, economic and physical macro-factors respectively have the greatest effects on the livability of housing. The indicators of facilities and infrastructures, open and public space, cleanliness and pollution were the indicators of increasing livability and satisfaction, and the indicators of place connection and belonging, access and transportation, personal and social security were the indicators of decreasing livability. In general, the neighborhoods are in different conditions of housing livability and without continuity and principles of regularity. This difference in the different effects of indicators in neighborhoods is due to the inherent differences of neighborhoods and people's mental filters. The (89%) overlap obtained from the validation of the results indicates the existence of a very insignificant difference and acceptable agreement of the results of the two methods of spatial-spatial analysis. Considering the importance of the relationship between man and the urban environment and the quality of human life, it is recommended to pay special attention to community-orientedness and local assets and a bottom-up approach in livability surveys at any scale. Also, this study suggests important policy implications for achieving urban sustainability by improving housing livability.

Assessment of the impact of ethnic minorities’ capacity in Binh Dinh province, Vietnam, to access land and exercise land use rights by application of linear structure model (PLS-SEM)

Abstract The study aimed to evaluate the impact of ethnic minority people’s capacity on land access and exercise of land use rights. The research model and hypotheses were tested using exploratory factor analysis (EFA) and PLS-SEM methods with 70 preliminary quantitative survey samples and 273 official quantitative survey samples of ethnic minorities. The research results revealed that strengthening the capacity of ethnic minorities is the key to improving their effectiveness in accessing land and exercising land use rights. The research findings demonstrate a robust and affirmative correlation between the capacity of ethnic minorities to acquire land access and the implementation of land use rights (βCO→LA = 0.325; βCO→LUR = 0.736; estimated path coefficients close to +1 represent strong positive relationships). The research model attains a significance level of 1% (tCO→LA = 8.412; tCO→LUR = 42.643). The outcomes of this research can serve as a foundation for the People’s Committee of Binh Dinh Province, Committee for Ethnic Minority, to further establish policies, support programs, and training to enhance the capacity of ethnic minorities, and to provide guidance on improving the effectiveness of land access and exercise of land use rights for this community.

Women Empowerment in Sustainable Tourism Development in Tenganan Pegringsingan Tourism Village, Karangasem, Bali

This research was conducted with the aim of identifying the dimensions of empowerment, especially in the Tenganan Pegringsingan Tourism Village and to see the relationship between the dimensions of women's empowerment and the elements of sustainable tourism destination development according to Tourism and Creative Economy Ministerial Regulation Number 9 of 2021 concerning guidelines for developing sustainable tourism destinations. The exploratory factor analysis method was used to analyze the data that had been collected using a purposive sampling technique with a total of 140 samples. The results of the research show that 7 (seven) new dimensions have been formed that can describe women's empowerment in Tenganan Pegringsingan Village. The seven dimensions formed have fulfilled the elements that can support the realization of a sustainable tourism destination in the Tenganan Pegringsingan Tourism Village in accordance with the guidelines for developing sustainable tourism destinations.

A scale for seventh and eighth grade students’ attitudes towards skill-based mathematics questions

The aim of this study is to develop a theoretically sound, valid, and reliable scale to examine seventh and eighth grade students’ attitudes towards so-called skill-based mathematics questions (SBMQ). The sample of the study was 820 seventh and eighth grade students at three different middle schools in Etimesgut District of Ankara Province. A draft item pool was crafted after a detailed literature review and the scale was finalized for the implementation after receiving expert opinions. This version of scale was administered shortly before the national examination which included skill-based questions in the 2022-2023 academic year. Exploratory and confirmatory factor analysis methods were used to examine the construct validity of the scale. The analysis resulted in 16 items in three factors (affective, cognitive, and motivational) which explained 46% of the total variance. Cronbach’s alpha and composite reliability scores were above .70 for each factor and whole scale. The results indicated that the Attitudes Towards SBMQ Scale developed for seventh and eighth grade students is valid and reliable.

Analyzing the Digital Transformation Competence of Vietnamese Students Using Exploratory Factor Analysis (EFA)

In Vietnam, digital transformation has been taking place strongly in all fields, especially education. Universities are very interested and focused on promoting digital transformation activities at their facilities. Students are individuals who participateand directly benefit from this process. The question is how competent students are when participating in digital transformation at the institution. This article focuses on researching the digital transformation competencyof Vietnamese students in general, and at Commerce Universityin particular. From there, it provides educational institutions with theperspective of the digital transformation competencyof students. Especially, based on experiments conducted with 405 students at the Universities of Commerce, the research group applied the Exploratory Factor Analysis (EFA) method and multiple linear regression to identify seven factors influencingdigital transformation competence: "Interest", "Usefulness", "Importance", "Personal capacity", "Relationship", "University"and these seven factors explained 71.7% of the variation in digital transformation competence. In summary, the research provides support for educational institutions to develop plans for enhancing the digital transformation competency of studentsin general and at Thuongmai University in particular.

Investigating the Validity and Reliability of WTC Construct In L2 Arabic: A Case Study

The main goal of learning Arabic is to develop practical linguistic skills among learners centered around the concept of willingness to communicate (WTC). WTC refers to learners' strong desire and readiness to speak in specific contexts or situations. A critical challenge is how to accurately measure WTC in Arabic language learning using a valid and reliable instrument. Understanding WTC is crucial as it indicates learners' motivation to use Arabic, enhances their speaking proficiency, and creates a supportive linguistic environment. Research on WTC in Arabic language learning is currently limited, necessitating further exploration in this area. Consequently, this study aims to develop a valid and reliable WTC measurement instrument for Arabic language learners using a quantitative approach, incorporating both Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) methods. The participants for this research are 204 Arabic language learners, and a survey was utilized for data collection. The WTC instrument employed in this study is an adaptation of existing instruments, modified to align with the context of Arabic language learning and the specific conditions of Indonesian learners. The findings reveal that the WTC construct has yielded valid and reliable items that can be used to measure WTC among learners in Arabic language learning. Furthermore, there are three main dimensions within this construct, namely, the context of online, classroom, and offline. Thus, it is hoped that the WTC construct developed can be utilized to measure aspects of WTC among Arabic language learners, thereby enabling the determination of further steps in realizing linguistic behaviors

Analysis of Supporting and Hindering Factors for the Implementation of BIM and GIS Integration in IKN Projects

The relocation of Indonesia's capital city from Jakarta to IKN (Capital City of the Archipelago) in Penajam Paser Utara is a monumental project covering an area of 2,876 hectares, which involves massive infrastructure development. To ensure the success of IKN development and development based on the principles in Law Number 3 of 2022 including equality, technological balance, resilience, sustainable development, livability, connectivity, and smart cities. BIM-GIS integration technology was key in managing the complexity of this project. With BIM-GIS integration, it supports digital transformation for more efficient and complete decision-making, including spatial variabels. This thesis aims to analyze the factors that influence the implementation of BIM-GIS integration technology in the early stages of IKN project development. Exploratory factor analysis methods are used to identify supporting factors that facilitate the successful implementation of BIM-GIS integration, as well as inhibiting factors that may hinder it. Questionnaires are used as a data collection tool from stakeholder respondents in IKN projects. Questionnaire data was analyzed using Exploratory Factor Analysis (EFA). The research results showed that there were 16 supporting factors with 4 component groups and 16 inhibiting factors with 6 component groups. Based on these results, strategic steps are proposed to contribute to the development of science and play a role in the successful relocation of Indonesia's capital city.

Construction and Ranking of Usability Indicators for Medical Websites Based on Website User Experience

In the era of digitalization, medical websites have rapidly expanded their healthcare market share due to their convenience. However, with this user-base expansion, issues with poor user experience have surfaced. To address this, we developed and ranked usability indicators for medical websites, aiming to improve their design and development from a user experience perspective, thereby improving user satisfaction and the website’s usability. Initially, we reviewed the relevant literature and summarized 30 usability indicators. Subsequently, we formed a Delphi panel of 20 experts and preliminarily identified 24 usability indicators through the Delphi survey method. Using data from 300 valid user surveys, we applied the Exploratory Factor Analysis (EFA) method to categorize these 24 indicators into four groups. Finally, we assessed the relative importance and priorities of these indicators using the Analytic Hierarchy Process (AHP) method. The results showed that, in terms of criterion layer weight priorities, Trust and Security (0.5494), Basic Performance (0.2710), and Features and Technology (0.1355) exhibited higher proportions. For the solution layer, Property Protection (0.1894), Credibility (0.1852), Privacy Protection (0.1194), Effectiveness (0.0932), and Findability (0.0579) exhibited higher weight proportions. The findings of this study will assist in future usability assessments and enhancements of medical websites. By optimizing the usability, we can both advance the digitalization of medical websites and improve the usability of medical websites, and enhance the service experience and satisfaction of your users.

Analyzing Critical Influencing Factors of the Maturity of Smart Construction Site Applications

The burgeoning application of advanced information technology in the construction industry has led to the widespread adoption of smart construction sites (SCSs) in recent years. As a novel concept, smart construction site application maturity (SCS-AM) aims to identify the pivotal factors impeding the current progression of SCSs and foster the metamorphosis of the construction sector. Through a meticulous review of the existing literature, this study delineates 14 fundamental factors influencing SCS-AM. Employing both Exploratory Factor Analysis (EFA) and confirmatory factor analysis (CFA), alongside the acquisition of 217 valid questionnaires, practitioners’ perceptions regarding these factors within the smart construction domain were examined. This study initially categorized the 14 factors into four dimensions by utilizing the EFA method: technological innovation and integration (TII), project management and implementation (PMI), collaboration mechanism and information sharing (CMIS), and standardization and compliance (SC). Subsequently, a first-order CFA was employed to elucidate the correlations between the observed variables and latent factors, while a second-order CFA was employed to delve into the interplay among the first-order factors and their collective influence on SCS-AM. The results underscore the paramount impact of standardization and compliance (SC) and technological innovation and integration (TII) on SCS-AM. By meticulously analyzing the key influencing factors, this study offers theoretical underpinnings for bolstering SCS-AM, thereby providing stakeholders such as governments and construction enterprises with strategic insights for future development endeavors.

FACTORS INFLUENCING THE ENTREPRENEURIAL INTENTIONS OF COLLEGES STUDENTS IN THE AREA OF CAN THO CITY

This article aims to analyze factors influencing the entrepreneurial intentions of colleges students in Can Tho City. The analysis is based on survey data collected from 350 final-year students in various colleges within the city. Analytical methods used in this study include: Method of testing the reliability of the scale using Cronbach's alpha coefficient, exploratory factor analysis method and multiple linear regression. The results reveal that factors affecting students' entrepreneurial intentions include Attitude, knowledge provided by the school, and External factors. Among these, Attitude emerges as the most influential factor shaping the entrepreneurial intentions of colleges students in Can Tho City. These findings provide a scientific foundation for educational institutions to develop strategies encouraging students to engage in entrepreneurship immediately after graduation.

Prospects and current scenario of industry 4.0 in Bangladeshi textile and apparel industry

This study aims to explore the scopes and challenges, rank the challenges, and provide strategic solutions for adopting Industry Revolution 4.0 (IR 4.0) in Bangladesh's textile and apparel industry. A random survey was administered to a total of 142 factories in Bangladesh. Both quantitative and qualitative methods of analysis were used in this study. The survey includes questions on important study variables, such as big data, smart factories, cyber-physical systems (CPS), the Internet of Things (IoT), interoperability, textile production, and industry performance. The Variable Destination Multiple Access (VDMA) Model has been adopted to design the questionnaire, focusing on qualitative and quantitative questions. The survey dataset was investigated through SmartPLS 4.0 by normality and confirmatory tests. Likert scale data have been analyzed through IBM SPSS software version 26.0 by the exploratory factor analysis method to rank the IR 4.0 adoption variables. Analysis of the survey data indicates the level of adoption of Industry 4.0 in terms of organizational strategy, investment, infrastructure, IT (Information Technology), Ready Made Garments (RMG) skilled workers, smart operations, and smart factories. The study shows that the variable “Review of the strategy using indicators” got the highest ranking in the external factor, 0.791. This clearly indicates that strategy formulation is the topmost priority among other IR 4.0 adoption variables. Consequently, “digital integration” got the lowest loading at 0.620, as IR 4.0 digital technology adoption is very low. The overall maturity level for IR 4.0 adoption in the Bangladesh textile and apparel industry is 1.91 on a 5-point scale, indicating a low adoption level. This study can help concerned policymakers and industrialists who want to implement Industry 4.0 in the textile and RMG sectors to stay competitive in the global market. Alongside this study, it also summarizes the IR 4.0 adoption level in 9 broad categories.

Effect of government policy and controller’s connection with relevant parties on information quality of Vietnamese audit firms in the context of COVID-19

Accounting information provides the financial state, performance, cash flow, and notes to the enterprise’s financial statements. Information quality plays an essential role for stakeholders in making business decisions. The study examines the impact of government policy and the controller’s connection with relevant parties on the information quality of Vietnamese audit firms in the context of COVID-19. The surveyed subjects include 347 controllers of audit firms in Vietnam. The paper uses quantitative methods, specifically the exploratory factor analysis method, and the ordinary least squares are used to test the model’s hypotheses. Agency and stakeholder theories are used to explain the basis of the study’s theory. The results show that the government policy and the controller’s connection with relevant parties positively affect the information quality of Vietnamese audit firms. The level of correlation between factors is appropriate, between 0.126 and 0.618. Government policy is one of the most influential factors in information quality (0.412). Relevant parties include audit firms, relatives, and the community, and the level of connection between the controller and relatives and the community (0.298) is better than that of audit firms (0.183). The study proposes policies to connect controllers and relevant parties in cooperation and mutual support to ensure strict control activities and improve the information quality of Vietnamese audit firms.

FAKTOR-FAKTOR YANG MEMENGARUHI KEPUTUSAN MENJADI INVESTOR BARU SAHAM SYARIAH

This study aims to find out what factors influence the decision to invest and become an investor in Islamic stocks during the Covid-19 pandemic. This study uses a quantitative approach with exploratory factor analysis method. The sampling method used was non-probability sampling with a purposive sampling technique with 105 samples obtained by distributing questionnaires to respondents who met the research criteria online. The results of this study reveal that there is an anomaly in new Islamic stock investors compared to old investors who tend to avoid investing during the Covid-19 pandemic. There are nine factors that influence the decision to invest and become new investors in Islamic stocks during the Covid-19 pandemic. These factors are technological advances, herding behavior, investment motivation, sharia compliance, risk perception, minimum investment capital, basic investment knowledge, avoiding speculation, and technical analysis factors.

Elements affecting primary school teachers' digital competency in Vietnam’s northern mountainous areas

This study aims to identify the elements that contribute to the digital competencies of primary school teachers working in the mountainous region of Northern Vietnam and assess the significance of these factors. The research sample consisted of 260 primary school teachers from this region. Exploratory factor analysis (EFA) and multivariate regression methods are used. The results of this research indicate that seven characteristics have a substantial impact on the digital abilities of teachers: ability to incorporate digital technology into teaching, conditions for digital transformation in teaching and learning activities are found to be influential, ability to create digital resources is highlighted as an important factor, ability to select teaching content with opportunities for technology usage, professional development needs of teachers, school policy and ability to select digital resources. These results offer education administrators a comprehensive understanding of the factors influencing primary teachers' digital competencies and enable them to implement strategic changes and prioritize each element. Moreover, this study provides a valuable reference for future researchers seeking to explore new research directions in this field and analyze the correlation between factors to propose solutions to develop digital competencies of primary school teachers suitable to specific contexts and conditions.

Psychometric evaluation of a new instrument to hookah tobacco smoking-related factors in the Iranian female university students based on the Extended Parallel Process Model.

The higher prevalence of hookah tobacco smoking (HTS) has become worrisome in women. Thus, it is essential to identify and measure the perceptions associated with this unhealthy behavior as well as the type of response to risk messages to design the effective programs. This study aimed to psychometric evaluation of a new instrument, named the Extended Parallel Process Model-Hookah Tobacco Smoking Questionnaire (EPPM-HTSQ), for female university students. This methodological study was conducted in 2019-2020 in central and western Iran. The first version of the instrument was developed with 97 items. Face, Content, and construct validity methods were used to assess the EPPM-HTSQ validity. The data viability for factorability was guided through Kaiser-Meyer-Olkin (KMO) measure of sample adequacy (Values >0.7) and Bartlett's test of Sphericity (P < 0.05). The Exploratory Factor Analysis (EFA) method with varimax rotation and SPSS software was performed to identify the main factors of the questionnaire and interpretable factors. The internal consistency and external reliability were determined. The test-retest was used for evaluating the stability of tools. During the assessment of the face and content validity 71 items remained in the questionnaire. EFA led to the extraction of nine dimensions: "Focusing on superior rewards," "Response Efficacy," "Perceived physical threat," "Perceived social threat," "Self-efficacy," "Fear control," "Attitude," "Fear," and "Intention" Kaiser-Meyer-Olkin (KMO) test (0.957) and Bartlett's test (P < 0.001). Cronbach's alpha (0.871-0.951) and ICC (0.985-0.998) were approved for scale dimensions. Important findings of the present study were the development and validation of the EPPM-HTSQ for measuring EPPM variables in relation to HTS; introducing a new variable "focusing on superior rewards"; as well as, the new classification of the concept of "perceived threat." The final version of the EPPM-HTSQ is a valid and reliable tool, but it is suggested to be re-evaluated in other studies with different populations and sample sizes.

РАЗРАБОТКА И АПРОБАЦИЯ ИНСТРУМЕНТАРИЯ ИССЛЕДОВАНИЯ ГЕНДЕРНОЙ ИДЕНТИЧНОСТИ ЖЕНЩИН

The article describes the process of developing and testing a methodology for studying women's gender identity. The analysis of modern diagnostic tools for gender identity showed that the available diagnostic methods are based on the idea of a woman’s gender role, which is irrelevant in today’s rapidly changing world. The need to create a methodology for diagnosing women’s gender identity that corresponds to the gender norms of modern society has been identified. The team of authors developed and tested a methodology for studying women’s gender identity. At the first stage, based on the results of the association experiment and frequency analysis, 47 questionnaire scales were identified. Using the method of exploratory factor analysis, a three-factor structure of the questionnaire was identified, which showed acceptable fit indices. The content of the scales was clarified by confirmatory factor analysis. The statistical characteristics of this model turned out to be at the level of acceptable values. When assessing the empirical validity, the relationship between the results obtained on the three scales of the developed methodology and the results obtained using the scales of the questionnaire ‘Masculinity, femininity and gender personality type’ was assessed. The data obtained indicate the presence of significant positive correlations. It is concluded that the measurement model corresponds to the theoretical factor structure and has satisfactory indicators of reliability and validity. The tested methodology can be used both for research purposes to study the psychological portrait of a modern woman, and as a diagnostic tool in and as a diagnostic tool in counseling practice and psychotherapy.

Statistically Validating a Theory Represented by a Venn Diagram

To date, there has been no proposed method to statistically validate Venn diagrams. We seek to correct this shortcoming. This paper is a review of a proposed method that offers the possibility of statistically validating Venn diagrams through the lens of the management vs. leadership debate in business. Through this research, we demonstrate a way to statistically validate Venn diagrams by using a modified method of exploratory factor analysis (EFA). First, when performing EFA to validate a Venn, we suggest the scree plot of eigenvalues will indicate how many circles should be in the diagram. Additionally, when normally conducting EFA, cross-loaded items are removed. However, when using EFA to validate a Venn, we propose items that cross load should be retained and placed in the corresponding intersection of the two (or more) circles of the diagram. Applying this method to a sample of 431 (n=431) employees aged 25 years or older, we created a statistically validated Venn diagram that identifies those skills that are uniquely management, uniquely leadership, and the overlap as reported by employees. As a result, this research provides scholars with the opportunity to classify actions as leadership or management based on their placement within the statistically validated Venn diagram of management skills and leadership skills. Importantly, through the application of this new research method, we bring the possibility of statistical confirmation to many of our social science theories that are represented by Venn diagrams. In the Discussion section, we offer a critique of possible limitations of the method and mistakes that researchers can make when applying this method.

A Scale Development Study to Determine University Students' Perceptions towards Distance Education

Purpose: The main purpose of this study is to develop a valid and reliable Likert-type measurement tool to determine how university students perceive distance education, which they experienced during the pandemic (COVID 19) period and is becoming more widespread day by day. In addition, in line with the main purpose answers were sought to the questions how university students perceive distance education and what the variables are that affect these perceptions. This research, which was conducted to determine how university students perceive the distance education they experienced during the epidemic process and the variables affecting this perception, is in a comparative type of relational screening model.&#x0D; Methodology: The scanning model is used to detect a situation, individual or object that occurred in the past or is still ongoing, in its own conditions and as it exists. In determining the sample size, the number corresponding to 95% confidence level and 5% acceptable margin of error according to the number constituting the research population and the number corresponding to 5 times the number of items in the scale were taken as the basis. According to these criteria, the sample must be at least 350. The participants of this research are 406 students studying in Anadolu University, Faculty of Health Sciences, and Social Work Undergraduate Programs Turkey in the spring semester of the 2021-2022 academic year. The data was collected with the “Distance Education Perception Scale” (DEPS) developed by the researcher and consists of two sections. The first part of DEPS includes 15 open and close-ended questions related to the demographic and personal information of students and their attitudes towards distance education. The second section of DEPS includes 71 statements related to perceptions towards the distance education of students on a 5-point Likert-type scale consisting of 5 choices, from 1=Strongly Disagree to 5=Strongly Agree. In the analysis of the data, the statistical package SPSS 21.00 was used. Exploratory Factor Analysis method and Varimax Rotation technique were used to understand whether the DEPS consists of measuring the same quality. The reliability coefficient α formula, and the relationship between the response given to each item in the scale and the total score obtained from the scale was calculated using the Item-Total Correlation technique. Students' perceptions of distance education were evaluated using the median, mode and arithmetic mean on the basis of all scales and subscales.&#x0D; Findings: The results revealed that the scale used in the collection of data in the research is valid and reliable, students are generally hesitant about distance education and these hesitations increase in terms of practice courses and internship practices, and their perception levels about the benefit and importance of distance education are lower than other dimensions of distance education such as learning and communication, technology and measurement-evaluation. Again, the results of the research show that classroom and opinions and attitudes about distance education are important variables that affect the perceptions of students towards distance education.&#x0D; Unique contributor to theory, policy and practice: It is expected that the research results will be guiding in terms of developing distance education policies and studies on improving the quality of education in universities, and will make a significant contribution to the national and international literature and researchers working in the field of distance education.

Perception of Halal Cosmetics Consumers towards Halal Awareness in Online Social Network: Study in Malaysia and Indonesia

The cosmetics and personal care industry has emerged as one of the most prominent and fastest-growing markets, especially among millennials worldwide. The halal cosmetics industry is also important to today's young generation. They and social media technology have become an important part of consumer research. This study explores the factors determining the millennial generation's choice of halal cosmetics. This study used the exploratory factor analysis (EFA) method with 202 millennial respondents from Indonesia and Malaysia. The Kaiser-Meyer-Olkin (KMO) test result is 0.723%, indicating a middling sampling. The Bartlett test result shows a value of 1848,828 with a significance level of 0.0000 &lt; 0.05, indicating a correlation between the variables. There are no statements with a score of less than 0.5 after the communalities checking. As a result, every statement can be used more thoroughly in this research. Based on the results, six main factors can increase the millennial generation's interest in making choices about halal cosmetics: social media campaign, influencer trustworthiness, halal awareness, brand curiosity in social media, cosmetics advertisement language, and brand trust and product quality.

Consumer Literacy in Virtual Brand Communities: Dimension Exploration and Scale Development

Virtual brand communities are one of the most important ways for companies to strengthen ties with consumers and cultivate brand loyalty. Consumers, as the main participants of virtual brand communities, play an important role in their own literacy for the healthy and sustainable development of the communities. This study explores the connotation and structure of consumer literacy in virtual brand communities from the perspective of consumers, and develops and tests a scale. First, based on relevant literature, case studies, and semi-structured in-depth interviews with 38 consumers who have browsed virtual brand communities, the study defined the concept of consumer literacy and qualitatively summarized the potential dimensions. The study then used the SPSS26.0 and AMOS24.0 software to analyze the data obtained from the questionnaire survey, and combined the methods of exploratory factor analysis, confirmatory factor analysis, and nomological validity analysis to identify the three dimensions of consumer literacy in the virtual brand community, including brand knowledge, engagement skills, and conceptual knowledge, and obtained a scale with good reliability and validity. The results provide a measurement tool for the study of consumer literacy in virtual brand communities and a scientific basis for further improving the management of the communities.