Refining and Validating a Family Communication Measure Using Exploratory and Confirmatory Factor Analysis

Using a combination of exploratory and confirmatory factor analytic approaches, this research replicates a family communication measure, which consists of two dimensions, namely socio- oriented and concept-oriented family communication. The measures are commonly used in consumer socialization research and are replicated in an eastern cultural background. Initially, an exploratory factor analysis (N=956) evaluated two solutions, ranging from 1 to 2 factors. Next, a confirmatory factor analyses, using the sample (N=956), examined the two–factor model identified by the exploratory factor analysis. A number of indices were used to evaluate model fit, and these indices demonstrated that the model identified in the exploratory analysis had the most adequate fit. A confirmatory factor analysis of the factor structure of the adapted family communication scale was conducted to assess whether the scale's purported 2 factors emerged. The findings of alternative model comparison converge with the results obtained from factor analysis, which demonstrated that family communication constructs performed better when modelled as a disaggregated two-factor structure. Overall, the required reliability and validity assessment demonstrated strong support for satisfactory convergent validity and discriminant validity and proved to fit the data even better. These analyses serve as a valuable tool for both instructors and researchers to assess communication that takes place at home in consumer socialization research.