Scale Development for Measuring Consumer Skepticism towards Online Shopping

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Published: Oct 14, 2021
Keywords:
Consumer skepticism, online shopping decisions, social risk, accord, entrustment, impulsive buying Behaviour

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Apoorva Kumar
Research Scholar Himachal Pradesh University Business School, Himachal Pradesh, Shimla, India
Pawan Garga
Director & Professor Himachal Pradesh University Business School, Himachal Pradesh, Shimla, India.

Abstract

The purpose of the paper is to develop a scale to measure consumer skepticism towards online shopping decisions (CSTOSD). Shoppers today have strong knowledge and mistrust towards online environment. Consumer skepticism is a complex process because it impacts behavior and decisions. The current study aims to develop a reliable and valid instrument on an ever growing concern for marketers in the form of consumer skepticism. The construct development followed a rigorous and iterative process. The CSTOSD measurement is a 5 dimensional and 20 item scale representing: social risk, suspicion, accord, entrustment and impulsive buying behavior. The results address the gap for non-acceptability, rather than compliance, yielding unique insights into factors of consumer’s skeptical behavior. The scale is helpful to e-commerce marketers by providing them with new foresight into overcoming problems of online shopping decisions.

Article Details

How to Cite
Apoorva Kumar, & Pawan Garga. (2021). Scale Development for Measuring Consumer Skepticism towards Online Shopping. International Journal of Management Studies (IJMS), 6(1(2), 45–54. Retrieved from https://researchersworld.com/index.php/ijms/article/view/1482
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Vol. 6 No. 1(2) (2019)
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Articles
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