Miller, I. D. & Cupchik, G. C. (2014). Do Earthlings go online for different reasons. In 15th Meeting of the Society for Personality and Social Psychology. Austin, TX, USA. doi:10.6084/m9.figshare.3426578
The goal of this study was to perform a cross-cultural scale validation of a survey developed to measure motivations for Internet engagement (i.e. reasons for engaging in online activities). The survey was administered to well-sized samples in multiple countries: Canada, Spain, Greece, United States, and China. The result is a 12-item, 4-factor survey measuring Agency, Closeness, Disclosure, and Expansion, each of which captures unique aspects of Internet engagement. A confirmatory factor analysis at the country-level suggests the factor structure generalizes across countries; the structure is stable but there are differences between the countries on each factor. In this poster, each country’s 4-factor “signature” is rendered like a flower using a novel radial visualization method. This result suggests the underlying factors for Internet engagement are universal, but mean levels differ as a function of culture.