University of Twente Student Theses


Measuring Affinity for Technology Interaction with an Image-Based Testing Approach

Reisch, N.O. (2023) Measuring Affinity for Technology Interaction with an Image-Based Testing Approach.

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Abstract:Personality characteristics are frequently assessed with text-based self-report scales despite concerns about limited engagement, subjective interpretation and faking. The study explored whether image-based testing approaches could be a viable alternative to text-based methods. The affinity for technology interaction (ATI) scale, a validated text-based rating scale, was transformed into the image-based affinity for technology interaction (IBATI) scale. Generative artificial intelligence was utilised to visualise the response options. The scales’ validity and reliability were analysed on item and scale levels. Bayesian Confirmatory Factor Analysis was conducted to evaluate the scales’ factor structure. While an outstanding completion rate was reached, the IBATI scale displayed slightly lower reliability than the ATI scale. Still, outcomes on the text-based and image-based rating scales were congruent on scale and item levels. The text-based Animal Attitude Scale (AAS) was introduced to examine if the IBATI scale specifically measures affinity for technology interaction and displays discriminant validity. The image-based testing approach revealed notable potential, reflected by robust construct validity and internal consistency. The research highlights that extensive pretesting and iterative refinements of image-based response options are vital. Future studies could introduce external measures for concurrent and predictive validity, examine test-retest reliability and combine image-based and text-based rating scales.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology, 85 business administration, organizational science
Programme:Psychology MSc (66604)
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