Tool development of Uses and Gratification Scale

Pages: 347-351
Anjuman Bains and Sheema Aleem (Department of Psychology, Jamia Millia Islamia, New Delhi)

The uses and gratification scale was developed for assessing why Facebook users use Facebook and what gratifications they derive by using it. The scale was based on a media theory called the uses and the gratification theory. For this purpose, extensive literature review, focused group interviews and a survey was conducted on a sample of 400 undergraduate students from Delhi/NCR. In the first phase a sample of 400 undergraduate students was collected to establish factor structures using Maximum likelihood Method in SPSS software 21.0. Using the final scale of 12 items falling under three factors, data was collected on a sample of 400 undergraduate students again from Delhi/NCR. Confirmatory Factor Analysis (CFA) was performed using Smart PLS software 2.0. The results reveled adequate convergent validity and discriminant validity. Based on the findings, it was concluded that the scale was a statistically sound measure.