Validity and reliability of consumer attitude toward online shopping scale

Autor: Yaman, Zührem, Köksal, Onur
Jazyk: angličtina
Rok vydání: 2023
Předmět:
Zdroj: Zbornik radova Ekonomskog fakulteta u Rijeci : časopis za ekonomsku teoriju i praksu
Volume 41
Issue 1
ISSN: 1846-7520
1331-8004
Popis: With the rapid developments in information technologies in recent years, the Internet has more place in our daily lives, and as a result, the Internet, used as a means of communication at first, has resulted in changes in the shopping preferences of today’s consumers. Online shopping is one of the most drastic of these changes. It is believed that having more information about the reasons for consumer preferences on shopping online or avoiding online shopping and defining the processes related to online shopping conducted by businesses can contribute to the efficiency of online shopping. In the present study, an attitude scale toward online shopping is developed and this scale is tested for validity and reliability. There are various attitude scales toward online shopping in the related literature. The purpose of developing this scale is to define new attitudes of consumers toward online shopping that have adapted to changing conditions of the world and technology. With the opinions of 5 academics in the fields of marketing and business management, the number of items, which was 24 on the draft scale, was reduced to 20. For the pre-study, data were collected from 60 consumers and analyzed. A pilot study of the draft scale was conducted on 154 consumers. At the end of this study, a scale consisting of 2 dimensions and 14 items with high validity and reliability was developed. Obtained findings are presented in detail in the paper.
S obzirom na brzi razvoj informacijskih tehnologija posljednjih godina, internet ima više mjesta u našim svakodnevnim životima, a kao rezultat toga internet, koji se koristio kao sredstvo komunikacije u početku, rezultirao je promjenama u željama kupaca današnjih potrošača. Online kupovina je jedna od najdrastičnijih promjena. Vjeruje se da ima više informacija o razlozima za preferencije potrošača u vezi s kupovinom na internetu ili izbjegavanjem online kupovine te definiranjem postupaka povezanih s internetskom trgovinom koji obavljaju poduzeća mogu doprinijeti učinkovitosti internetske kupovine. U ovoj studiji razvijeno je stajalište prema online kupovanju, a ta se skala ispituje radi valjanosti i pouzdanosti. Postoje različite skale stava prema online kupovini u relevantnoj literaturi. Svrha izrade ove skale je definiranje novih stavova potrošača prema online kupovini koji su prilagođeni promjenjivim uvjetima svijeta i tehnologije. S obzirom na mišljenja pet znanstvenika u području marketinga i upravljanja poslovanjem, broj predmeta, koji je bio 24 na nacrtu skale, smanjen je na 20. Za prethodno istraživanje podaci su prikupljeni od 60 potrošača i analizirani. Pilot-studija nacrta ljestvice provedena je na 154 potrošača. Na kraju ove studije, napravljena je skala koja se sastoji od dvije dimenzije i 14 predmeta s visokim rokom valjanosti i pouzdanosti. Dobiveni rezultati detaljno su prikazani u ovom znanstvenom radu.
Databáze: OpenAIRE
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