知识类短视频用户使用动机量表编制和信效度检验

Scale Development and Reliability and Validity Test of Knowledge-based Short Video Users’Motivation

编制知识类短视频使用动机量表,并对其进行信效度检验.通过文献法和用户先行调查(样本1)建立项目池,经专家指导修正形成初始量表.通过预调查(样本2)进一步修正项目,形成正式量表.再通过对正式量表调查数据(样本3)进行项目分析和探索性因子分析,对正式量表调查数据(样本4)进行验证性因子分析,对样本3和4进行信度分析,从样本4中选取部分对象,一个月后再调查(样本5)并进行重测信度分析,确定知识类短视频用户使用动机量表.该量表包含打发时间、社交互动、核心简洁性、信息追求、趣味/休闲5个维度,共20个项目.各项目的因子载荷在0.642~0.891之间,方差累积贡献率为75.734%.验证性因子分析结果表明,量表的拟合效度、收敛效度和区分效度均为良好;信度分析结果表明,量表的信度良好.综上可知,该量表具有良好的信效度,可用于测量知识类短视频的用户使用动机.

The purpose of this study is to develop a knowledge-based short video users’motivation scale and test its reliability and validity.The questionnaire items were established based on bibliographic retrieval method and user’s first survey(sample 1),and the initial scale was formed under the guidance of experts.Through the pre-survey(sample 2),the items were further revised to form a formal scale.Through item analysis and exploratory factor analysis on the survey data of the formal scale(sample 3),confirmatory factor analysis on the survey data of the formal scale(sample 4),reliability analysis on samples 3 and 4,and retest reliability analysis on some subjects selected from sample 4 after one month’s survey(sample 5),the user’s motivation scale of knowledge-based short videos was determined.The scale includes 20 items in 5 dimensions:killing time,social interaction,core simplicity,information seeking,and fun/leisure.Factors loads for each item range from 0.642 to 0.891,and the cumulative contribution rate of variance is 75.734%.The results of confirmatory factor analysis show that the fit validity,convergent validity and discriminant validity of the scale are good.The results of reliability analysis show that the reliability of the scale is good.In summary,it can be seen that the scale has good reliability and validity,and can be used to measure users’motivation for knowledge-based short videos.