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Validity and reliability of consumer attitude toward online shopping scale

Author

Listed:
  • Zührem Yaman

    (Selcuk University, Beyºehir Ali Akkanat Faculty of Tourism, Selçuklu-Konya, Turkey)

  • Onur Köksal

    (Selcuk University, Beyºehir Ali Akkanat Faculty of Tourism, Selçuklu-Konya, Turkey)

Abstract

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.

Suggested Citation

  • Zührem Yaman & Onur Köksal, 2023. "Validity and reliability of consumer attitude toward online shopping scale," Zbornik radova Ekonomskog fakulteta u Rijeci/Proceedings of Rijeka Faculty of Economics, University of Rijeka, Faculty of Economics and Business, vol. 41(1), pages 91-112.
    • Handle: RePEc:rfe:zbefri:v:41:y:2023:i:1:p:91-112
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    References listed on IDEAS

    as
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    More about this item

    Keywords

    online; online shopping; marketing; attitude; attitude scale;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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