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Instruments for measuring the influence of visual persuasion: validity and reliability tests

In User Experience (UX) research, the instruments are often measured by means of rating scales such as Likert scale and semantic differential scale. The validity of the findings and conclusions rely heavily on the instruments used in the questionnaires.This paper provides the assessment of the valid...

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Main Authors: Ibrahim, Nurulhuda, Shiratuddin, Mohd Fairuz, Kok, Wai Wong
Format: Article
Language:English
Published: European Center for Science Education and Research 2015
Subjects:
Q Science (General)
Online Access:http://repo.uum.edu.my/21777/1/EJSS%204%201%202015%2025%2037.pdf
http://repo.uum.edu.my/21777/
http://journals.euser.org/index.php?journal=ejser&page=article&op=view&path%5B%5D=741
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spelling my.uum.repo.217772017-04-20T02:48:37Z http://repo.uum.edu.my/21777/ Instruments for measuring the influence of visual persuasion: validity and reliability tests Ibrahim, Nurulhuda Shiratuddin, Mohd Fairuz Kok, Wai Wong Q Science (General) In User Experience (UX) research, the instruments are often measured by means of rating scales such as Likert scale and semantic differential scale. The validity of the findings and conclusions rely heavily on the instruments used in the questionnaires.This paper provides the assessment of the validity and reliability of a new set of measures to evaluate the influence of visual persuasion on web users.The instruments will be used to assess web users' perceptions of credibility, engagement, informativeness, satisfaction, social influences, usability, and visual aesthetic.Firstly, 85 items are pilot tested by expert and novice users in an offline and online settings. Secondly, the exploratory factor analysis is carried out in which 44 items representing 12 latent variables are reduced to 39 items with some of the latent variables are combined into one.The results show: Kaiser-Meyer-Olkin (KMO) of 0.901, significant Bartlett’s test, communalities range between 0.470 - 0.829, nine factors (also known as the latent variables) emerged with eigenvalues greater than 1, explaining more than 60% of the total variance, factor loadings of 0.466 and above, factors correlations of less than 0.7, and Cronbach’s alphas are well above the limit of 0.70. Finally, a confirmatory factor analysis is carried out on the first-order and second-order latent variables using the PLS-SEM. The instruments exceed the minimum requirement of the assessments for the convergent validity, discriminant validity, reliability and collinearity. The findings suggest that the proposed 39 items are valid and reliable for measuring the persuasiveness of visual persuasion. European Center for Science Education and Research 2015 Article PeerReviewed application/pdf en http://repo.uum.edu.my/21777/1/EJSS%204%201%202015%2025%2037.pdf Ibrahim, Nurulhuda and Shiratuddin, Mohd Fairuz and Kok, Wai Wong (2015) Instruments for measuring the influence of visual persuasion: validity and reliability tests. European Journal of Social Sciences Education and Research, 4 (1). pp. 4-1. ISSN 2411-9563 http://journals.euser.org/index.php?journal=ejser&page=article&op=view&path%5B%5D=741
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Institutionali Repository
url_provider http://repo.uum.edu.my/
language English
topic Q Science (General)
spellingShingle Q Science (General)
Ibrahim, Nurulhuda
Shiratuddin, Mohd Fairuz
Kok, Wai Wong
Instruments for measuring the influence of visual persuasion: validity and reliability tests
description In User Experience (UX) research, the instruments are often measured by means of rating scales such as Likert scale and semantic differential scale. The validity of the findings and conclusions rely heavily on the instruments used in the questionnaires.This paper provides the assessment of the validity and reliability of a new set of measures to evaluate the influence of visual persuasion on web users.The instruments will be used to assess web users' perceptions of credibility, engagement, informativeness, satisfaction, social influences, usability, and visual aesthetic.Firstly, 85 items are pilot tested by expert and novice users in an offline and online settings. Secondly, the exploratory factor analysis is carried out in which 44 items representing 12 latent variables are reduced to 39 items with some of the latent variables are combined into one.The results show: Kaiser-Meyer-Olkin (KMO) of 0.901, significant Bartlett’s test, communalities range between 0.470 - 0.829, nine factors (also known as the latent variables) emerged with eigenvalues greater than 1, explaining more than 60% of the total variance, factor loadings of 0.466 and above, factors correlations of less than 0.7, and Cronbach’s alphas are well above the limit of 0.70. Finally, a confirmatory factor analysis is carried out on the first-order and second-order latent variables using the PLS-SEM. The instruments exceed the minimum requirement of the assessments for the convergent validity, discriminant validity, reliability and collinearity. The findings suggest that the proposed 39 items are valid and reliable for measuring the persuasiveness of visual persuasion.
format Article
author Ibrahim, Nurulhuda
Shiratuddin, Mohd Fairuz
Kok, Wai Wong
author_facet Ibrahim, Nurulhuda
Shiratuddin, Mohd Fairuz
Kok, Wai Wong
author_sort Ibrahim, Nurulhuda
title Instruments for measuring the influence of visual persuasion: validity and reliability tests
title_short Instruments for measuring the influence of visual persuasion: validity and reliability tests
title_full Instruments for measuring the influence of visual persuasion: validity and reliability tests
title_fullStr Instruments for measuring the influence of visual persuasion: validity and reliability tests
title_full_unstemmed Instruments for measuring the influence of visual persuasion: validity and reliability tests
title_sort instruments for measuring the influence of visual persuasion: validity and reliability tests
publisher European Center for Science Education and Research
publishDate 2015
url http://repo.uum.edu.my/21777/1/EJSS%204%201%202015%2025%2037.pdf
http://repo.uum.edu.my/21777/
http://journals.euser.org/index.php?journal=ejser&page=article&op=view&path%5B%5D=741
_version_ 1644283332738940928
score 13.211869

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