社会化媒体调查与传统模式调查间的测量等同性  

Measurement equivalence of surveys between social media and traditional modes

作　　者：朱文龙[1] 邵培基[1] 方佳明[1] 

机构地区：[1]电子科技大学经济与管理学院,成都610054

出　　处：《系统工程理论与实践》2014年第2期376-381,共6页Systems Engineering-Theory & Practice

基　　金：国家自然科学基金(71101018);中央高校基本科研业务费(ZYGX2010J131;ZYGX2012YB034)

摘　　要：问卷调查已成为非常重要的实证研究方式,社会化媒体为网络调查的实施提供了新的平台.调查者可利用该平台,采用混合调查模式来收集数据,以弥补单一调查方式样本涵盖率低的缺陷.论文采用验证性因子分析,研究了纸笔调查、网页调查、BBS调查、微博调查以及SNS调查间的测量等同性问题.研究结果表明:五组调查存在相同的基本测量结构及因子载荷矩阵;除纸笔调查外,其余四种平台调查还满足因子协方差矩阵等同性;而微博调查与SNS调查则更是具备截距等同性.Questionnaire survey has been a very important way for empirical research. Social media provides a new platform for implementing web surveys. Nowadays investigators call use mixed survey modes to collect data based on the social media to make up for the problem of low sample coverage in a single survey mode. By using the CFA, this paper studied the tneasurement equivalence among the pcn- and-pcneil survey, wen survey, BBS survey, micro blog survey and SNS survey. Tile results show that these five survey methods have the saine basic structure and factor loading matrix. Except for pen-and-peneil survey, the rest four survey methods ineet the equivalence of factor covarianee matrix. Furthermore, the micro blog survey and SNS survey have equivalence in the intercepts.

关 键 词：网络调查 测量等同性 社会化媒体 验证性因子分析 结构方程模型 

分 类 号：C93[经济管理—管理学]