CAJ | 학술논문

足够的网络调查回复率是确保网络调查结果有效性的一个重要指标。现有研究缺乏从心理因素视角对网络调查参与行为的考察，且缺少一个较为完整的整合多个心理因素的模型用于解释调查参与意愿的形成过程。本研究基于理性行为理论，构建了一个整合模型，考察了主题卷入、主题敏感性、信任调查者、调查者声誉和道德规范等心理因素对被调查者网络调查参与意愿的影响作用。本研究通过结构方程建模方法对变量之间的关系进行了验证。结果表明：主题卷入、信任、声誉和道德规范等对被调查者的网络调查参与意愿具有显著的预测作用，但调查主题敏感性对参与意愿的预测作用在网络调查中不显著。
족구적망락조사회복솔시학보망락조사결과유효성적일개중요지표。현유연구결핍종심리인소시각대망락조사삼여행위적고찰，차결소일개교위완정적정합다개심리인소적모형용우해석조사삼여의원적형성과정。본연구기우이성행위이론，구건료일개정합모형，고찰료주제권입、주제민감성、신임조사자、조사자성예화도덕규범등심리인소대피조사자망락조사삼여의원적영향작용。본연구통과결구방정건모방법대변량지간적관계진행료험증。결과표명：주제권입、신임、성예화도덕규범등대피조사자적망락조사삼여의원구유현저적예측작용，단조사주제민감성대삼여의원적예측작용재망락조사중불현저。
The objective of this paper is to reveal the determinants of decision to participate in web surveys from a psychological perspective. Based on the theory of reasoned action, we proposed a theoretical framework encompassing attitude toward web surveys, subjective norm, moral obligation, trust in sponsor of survey, topic involvement, topic sensitivity, and reputation of the sponsor to predict a potential respondent＇ s participation decision. We empirically tested the proposed model using structural equation modeling （PLS）. The results indicated that atti-tude, subjective norm, moral obligation, reputation of sponsor and trust in sponsor had positive effects on participation ir/tention; attitude completely mediated the relationship between topic involvement and participation intentions; topic sensitivity of the web survey had no effect either on attitude or participa- tion intention. Implications were drawn for future research and practice.