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Proposal of a Digital Identity Scale

Author

Listed:
  • Romain Sohier

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie)

  • Joël Bree

    (ESSCA Research Lab - ESSCA - Ecole Supérieure des Sciences Commerciales d'Angers, NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université)

Abstract

The concept of identity is very important in consumer behavior. It is considered as a predictor of behaviors. With a digital sociocultural context, a new perspective emerges in the marketing literature: the digital identity. With a qualitative study, we find four dimensions to define the construct (the multiplication of Self, the expression of the Self, the virtual sociality, the virtual reputation). Then we generate items. After a content validity with four experts, we conducted a quantitative study. By combining a principal component analysis (with a sample of 468 respondents) and a confirmatory factor analysis (524 respondents), we tested our scale with structural equation methods. The four dimensions model reveals satisfactory psychometric properties.

Suggested Citation

  • Romain Sohier & Joël Bree, 2017. "Proposal of a Digital Identity Scale," Post-Print hal-02046569, HAL.
    • Handle: RePEc:hal:journl:hal-02046569
    DOI: 10.1007/978-3-319-47331-4_235
    as

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