VALIDITY AND RELIABILITY OF CONSUMER ATTITUDE TOWARDS ONLINE SHOPPING SCALE

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.