DEVELOPING SNS FACTORS STRUCTURES TOWARDS CONSTRUCTING SNS SURVEY QUESTIONS
This research aims to explore factor loadings associated with Social Networking Sites factors scale following principle component analysis. To study the questionnaire, literature reviews of SNS factors were conducted. The literature review emphasized 5 principles in Social Networking Sites factors which are interaction, involvement, quality and intimacy. The minimum sample size was identified through G*Power analysis. The research involved 482 respondents in Malaysia, selected through multi stage sampling which started with a cluster sampling, simple random sampling and purposive sampling technique. A cross sectional survey and structured questionnaire were used for data collection. A quantitative survey was designed using self-administrated questionnaire. All variables were measured through scales previously used by other researchers. EFA were used to explore the data and provides the researcher with information about how many factors are needed to best represent the data. Structural Equation Modeling (SEM) under AMOS software was used in the analysis.Finally, this study contributes knowledge on SNS factors.
Keywords: Social Networking Sites (SNS), Confirmatory Factor Analysis (CFA), multi stage sampling
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e-ISSN : 2289-8115 ISSN : 1985-7012