Premium
Unit (non)response in Web‐based access panel surveys: An extended planned‐behavior approach
Author(s) -
Bosnjak Michael,
Tuten Tracy L.,
Wittmann Werner W.
Publication year - 2005
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20070
Subject(s) - theory of planned behavior , obligation , psychology , predictive power , moral obligation , perspective (graphical) , unit (ring theory) , social psychology , web survey , control (management) , power (physics) , value (mathematics) , action (physics) , applied psychology , world wide web , computer science , mathematics education , philosophy , physics , epistemology , quantum mechanics , artificial intelligence , machine learning , political science , law
Abstract The decision process when requested to participate in a Web survey is understood most appropriately by applying a psychological theory of human action. Consequently, this study utilized an extended version of Ajzen's theory of planned behavior to predict and explain the number of participations in a five‐wave Web‐based panel study. Based on this model, the determinants of unit nonresponse in Web‐based surveys are one's attitude toward participating in Web surveys, internalized social pressure, perceived behavioral control, and extent of moral obligation toward participating. The results indicate a satisfactory predictive power of the model. Perceived behavioral control and attitude toward participation predict the intention to participate best, followed by internalized social pressure and moral obligation. The theoretical perspective pursued proved to be valuable in terms of its predictive and explanative power as well as its practical value for Web‐based survey research. © 2005 Wiley Periodicals, Inc.