TY - JOUR
T1 - Measurement of factors influencing online shopper buying decisions
T2 - A scale development and validation
AU - Fernandes, Semila
AU - Venkatesh, V. G.
AU - Panda, Rajesh
AU - Shi, Yangyan
PY - 2021/3
Y1 - 2021/3
N2 - The paper attempts to develop an ‘Online Susceptibility Scale’ (OSS) by focusing on the factors that influence shopper buying decisions in an online environment as they are not adequately addressed in the literature. The proposed scale supports the understanding of the impact of online information which leads to consumer decisions. The study involves qualitative and quantitative studies to develop the scale. Eleven items are identified for the scale development which were borrowed from literature and modified through focus group discussions. Exploratory Factor Analysis (EFA) resulted in three factor groups: Evidential online influence (five items), Confirmational online influence (three items), and Experiential online influence (three items). Confirmatory Factor Analysis (CFA) has validated the factor structure. Results indicate that the three factors explaining online information sources have a significant impact during buyer purchase decision-making. The study relates ‘Online Susceptibility Scale’ (OSS) to online retailers for exploring the online shopping influences, thereby managing their campaigns accordingly. Managerial and theoretical implications of this new scale are discussed.
AB - The paper attempts to develop an ‘Online Susceptibility Scale’ (OSS) by focusing on the factors that influence shopper buying decisions in an online environment as they are not adequately addressed in the literature. The proposed scale supports the understanding of the impact of online information which leads to consumer decisions. The study involves qualitative and quantitative studies to develop the scale. Eleven items are identified for the scale development which were borrowed from literature and modified through focus group discussions. Exploratory Factor Analysis (EFA) resulted in three factor groups: Evidential online influence (five items), Confirmational online influence (three items), and Experiential online influence (three items). Confirmatory Factor Analysis (CFA) has validated the factor structure. Results indicate that the three factors explaining online information sources have a significant impact during buyer purchase decision-making. The study relates ‘Online Susceptibility Scale’ (OSS) to online retailers for exploring the online shopping influences, thereby managing their campaigns accordingly. Managerial and theoretical implications of this new scale are discussed.
KW - Buying behaviour
KW - E-commerce
KW - Online shopping influences
KW - Online susceptibility scale
KW - Scale development
UR - http://www.scopus.com/inward/record.url?scp=85098628307&partnerID=8YFLogxK
U2 - 10.1016/j.jretconser.2020.102394
DO - 10.1016/j.jretconser.2020.102394
M3 - Article
AN - SCOPUS:85098628307
VL - 59
SP - 1
EP - 11
JO - Journal of Retailing and Consumer Services
JF - Journal of Retailing and Consumer Services
SN - 0969-6989
M1 - 102394
ER -