Perceived quality of conversations in online communities: conceptual framework, scale development, and empirical validation.

Conversations among online community members as a form of everyday, unconstrained, flexible, and spontaneous communication are important for developing a sense of community, sustainability of online communities, construction of identity, public sphere, and for creating and maintaining offline taken-for-granted basic structures of everyday life. While the lack of qualities of online conversations in online communities is often discussed and researched, we argue that its positive sides should also be conceptualized and become the subject of quantitative empirical research. The purpose of this paper is to introduce the concept and scale of perceived quality of online conversations and inspect the psychometric properties of the proposed scale in terms of content and convergent, discriminant, and criterion validity and reliability. The paper presents a five-factor structure of the quality of conversation scale, which is tested for its quality on a sample of 1,276 online community participants. Confirmatory factor analysis supports the proposed multidimensional structure, while correlational and regression analyses demonstrate good levels of convergent, discriminant and criterion validity. The paper suggests several refinements of the measurement instrument, and concludes with the usefulness of the introduced scale for the research and understanding of the online community phenomenon.