13-I: the Development and Validation of a Scale For Virtual Identity Versus Actual Identity

Chia-Wei Joy Lin, University of Tennessee at Chattanooga, USA
Yinlong Zhang, University of Texas at San Antonio, USA
This research aimed at developing a theory-based scale for virtual identity. Five studies were conducted to examine, refine, and validate the proposed virtual identity scale. We demonstrated that this newly developed scale is a reliable and valid measure that captures the centrality, meaning, affect, and behavior dimensions of virtual identity.
[ to cite ]:
Chia-Wei Joy Lin and Yinlong Zhang (2017) ,"13-I: the Development and Validation of a Scale For Virtual Identity Versus Actual Identity", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1045-1045.