Developing a multi-item measurement scale for developing teenagers' involvement in reality television

The aim of this paper is to develop and confirm a multi-item measurement scale for developing teenagers' involvement in Reality Television. Understanding involvement of teenagers' in RTV so that its role in their consumption behavior can be better understood in important for further theory building in the consumer behavior field. Various researchers have proposed liking, time spent on watching, level of attention provided and audience desire to attend as the domain items for teenagers' media involvement. Using a multi-step process, this research refined and adapted a nine item measurement scale for developing country teenagers' RTV involvement. These were then tested and confirmed using exploratory and confirmatory factor analyses techniques.