Developing an Instrument for Measurement of Attitude toward Online Shopping
To ensure the success of online business, it is important for the retailers to understand their targeted customers. The aim of this study is to develop an instrument for investigating and understanding consumer’s online shopping orientations and factors that influence attitude toward online shopp...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Eurojournals
2009
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| Online Access: | http://psasir.upm.edu.my/id/eprint/7061/ http://psasir.upm.edu.my/id/eprint/7061/1/developing_an_instrument_for_measurement.pdf |
| Summary: | To ensure the success of online business, it is important for the retailers to
understand their targeted customers. The aim of this study is to develop an instrument for
investigating and understanding consumer’s online shopping orientations and factors that
influence attitude toward online shopping and online shopping intention. A five-level
Likert scale was used to determine attitude toward online shopping. A self-administered
questionnaire, based on prior literature, was developed, and a total of 370 post graduate
students of University Putra Malaysia were selected by random sampling and involved in
the study.
Eight components, referring to online shopping orientation and online shopping
perceived benefits, were found to explain 97 % of the variability in consumer’s online
shopping orientation. They were subsequently labeled: utilitarian online shopping
orientation, hedonic online shopping orientation, fun, convenience, customer service,
homepage, wider selection and price.
The reliability of data and scale was tested by computing Cronbach’s Alpha. Alpha
values were 0.874 for online shopping orientation, 0.921 for perceived benefits, and 0.853
for attitude.
These alpha values exceed the 0.80 recommended acceptable inter-items reliability
threshold, indicating a high correlation among the variables comprising the set, and
accordingly, that individual items (or sets of items) should produce results consistent with
the overall instrument. In light of this, this instrument is offered to the research community
as a tool that may be used in conducting future research related to online shopping
behavior. |
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