Validation of a multidimensional scale for the use of social media

Abstract

Objective: This paper aims to validate a multidimensional scale for measuring the behavior of social media use, through the Theory of Planned Behavior - TPB (Ajzen, 1991), in a sample of brazilian Internet users. Method: We analyzed the forms and procedures for the validation of the scale established by Confirmatory Factor Analysis, in a sample of 165 Brazilian internauts from all regions of the country. Originality / relevance: Although it is based on a well-established theoretical model, this study has a certain content of originality as the constructed scale can be used to verify user behavior in various social media modalities. Results: The analysis of the data presented the proposed multidimensional scale with 24 items of construct as well as the results obtained through the Confirmatory Factor Analysis (AFC) that promoted the adjustment of the proposed scale, resulting in the validation of 19 items and, consequently, of the structure that includes: Showed satisfactory indices in the reliability criteria, convergent validity and discriminant validity. Theoretical / Methodological contributions: The attempt to build a scale for the use of social media, referenced in the TPB, has proven consistent in order to contribute to the advancement of research on adoption of social media and user behavior. Social / Managerial contributions: Similarly, such scale can also be used by professionals in research engagement of customers with social media applications and deductions on volitional behavior.