Perceived Benefits of Online Shopping : Scale Modification and Validation

Authors

  •   Vivek Singh Tomar Assistant Professor & Research Scholar (Corresponding Author), Amity Business School, F3 Block, 3rd Floor, Amity University Uttar Pradesh, Sector - 125, Noida - 201 313, Uttar Pradesh
  •   Ashok Sharma Professor, Amity Business School, F3 Block, 3rd Floor, Amity University Uttar Pradesh, Sector -125, Noida - 201 313, Uttar Pradesh
  •   Neeraj Pandey Associate Professor, National Institute of Industrial Engineering (NITIE), Vihar Lake Marg, Near The Residence Hotel, Powai, Mumbai - 400 087.

DOI:

https://doi.org/10.17010/ijom/2018/v48/i12/139553

Keywords:

E-Tailing

, Online Retailing, Online Shopping, Perceived Benefits, Scale Construction, Scale Modification, Scale Validation.

Paper Submission Date

, July 9, 2018, Paper sent back for Revision, November 14, Paper Acceptance Date, November 19, 2018

Abstract

Use of the Internet has opened countless business opportunities, and online shopping is one of the most popular among all. Benefit perception towards online shopping is one of the major influencing factors towards consumer's online purchase decisions. Therefore, the current study aimed at exploration of the construct : perceived benefits of online shopping (PBOS). The study rigorously explored the past research studies though secondary literature review to develop the primary understanding of the construct, which was followed by modification of existing scales to propose a new scale to measure PBOS. Understanding of the construct PBOS through literature review was followed up through refinement, modification, and validation of a more relevant and contemporary scale to measure PBOS. The past and existing scales generally measured benefit and risk perception concurrently to capture the overall perception towards online shopping, while this study focused on measurement of PBOS independently to get a focused insight. A list of 39 items on PBOS from one of the past studies was further refined to get a modified scale with 21 items. These 21 items were further used in two distinctive studies with different samples of sizes 350 and 650 collected during separate time periods through independent studies. EFA followed by CFA in two independent studies resulted in the development of a comprehensive 21 item scale measuring seven dimensions of PBOS.

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Published

2018-12-01

How to Cite

Tomar, V. S., Sharma, A., & Pandey, N. (2018). Perceived Benefits of Online Shopping : Scale Modification and Validation. Indian Journal of Marketing, 48(12), 7–22. https://doi.org/10.17010/ijom/2018/v48/i12/139553

Issue

Volume 48, Issue 12, December 2018

Section

Articles
Crossref
Scopus
Google Scholar
Europe PMC

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