Development and validation of the online agentic and communal behaviour scale: implications for emotional well-being

Agentic behaviours are often characterised as actions that revolve around being assertive and achievement-oriented, whereas communal behaviours are centered on cooperation, empathy, and promoting social harmony. While extensive studies have demonstrated how these behaviours can be reproduced in online environments from offline, there is a lack of a suitable scale to measure them. The current study focuses on developing and validating an online agentic and communal behavioural survey scale. Through exploratory and confirmatory factor analyses, two correlated factors emerged and corresponded with the definitions of the agentic and communal dimensions. Through linear regression modelling, it was found that although each dimension was negatively associated with Internet users’ emotional well-being, the positive impact of online communal behaviour on emotional well-being is more pronounced at higher levels of online agentic behaviour. This reflects a theoretical perspective that both dimensions are complementary and should be ‘balanced’ to achieve optimal well-being. In a three-way interaction, it was found that gender moderates the above positive interaction effect in both gender groups. Specifically, gender differences play a part in determining the impact of high vs. low online AC behaviours on emotional well-being. This finding aligns with the theoretical framework explaining gender roles in societies.