Predicting Respondents'Decision to Participate in Web Surveys

摘要

Web-based surveys have received increased attention given their potential cost and time benefits compared with other survey modes. The objective of this paper is to expose the determinants of intention to participate in web survey. This paper proposes a theoretical framework encompassing attitude toward a web survey,social norm,moral obligation,trust in sponsor of survey,topic involvement,topic sensitivity,and reputation of the sponsor to predict potential respondent's web survey participation decision. Based on theory of reason action,we empirically tested the proposed model using a structural equation modeling (SEM). The results indicate that in a specific web survey, attitude,social norm,moral obligation,reputation of sponsor and trust in sponsor have positive effects on participation intention,while attitude completely mediates the relationship between topic involvement and participation intentions. However,topic sensitivity of the web survey has no effect either on attitude or participation intention.