10 June 2020 3 3K Report

Hello everyone,

I have a few questions on SPSS. I hope someone can help me.

1. I am investigating if viewers can have a Parasocial Interaction (PI) with media characters. How do I prove there is PI in the sample? Do I use an independent sample t-test for this, with a H0 = there is no PI, and H1= there is PI? Or am I doing this wrong and is there another test to prove that the sample indicated they have PI?

2. After conducting a Varimax Rotation Factor Analysis, I ended up with 3 components for PI. This is a problem right, because I need to investigate how other factors/variables (for example Identification) influences PI. But if I have 3 components for PI, I will have 3 dependent variables and this is not correct right? I also need to investigate the effect of PI on Purchase Intentions- but how do I get one component without deleting too many items?

I used a reliable scale for this that is quoted and referenced many times, but my supervisor suggested making some questions more 'qualitative' so not with answers of strongly disagree to strongly agree on a 5 point likert scale. Since some questions now have 7 answers I am not sure how to code these properly, also because they indicate reasons for picking one answer. Should I take these more qualitative questions out and analyse these different? For example one question was "I look forward to watching this show" and the answers were "yes, because I like the things they bake" or "yes because I learn valuable skills" or "yes because it is entertaining" or "I do not look forward to it".

3. One of my friends studies at a different university from me and she told me that people who used scales that combined items from different scales or adjusted some questions only had to do a reliability analysis with a cronbach's alpha. If I do this for PI I get a reliable scale, so I am wondering if that is enough and skip the Factor Analysis?

Hope you can help,

Thanks a lot

Kaylee

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