Consumer Perception Scale in Store Environment (CPS-SE) for Measuring Consumer Buying Behavior
Developing a scale which would capture all the data required by a study is a time consuming and difficult process. The present paper reviews the process of developing a scale for measuring consumer buying behavior in a store environment in three stages, namely, item generation, scale development and scale evaluation. To measure the effect of store environment cues, specifically background music and behavior of salesperson on consumer buying behavior, a scale was developed using six factors, namely, perception of merchandise quality, perception of overall environment, perception of ambient music, perception of affability of salesperson, emotion (pleasure/arousal), and behavior (approach/avoidance). Validation measures such as face validity, content validity and construct validity were employed to standardize the questionnaire with 43 statements. Factor analysis was used to check the unidimensionality of the scale to assess the consumer behavior
Year of publication: |
2015
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Authors: | Jha, Shalini ; Singh, Bharti ; K.P., Suresh |
Publisher: |
[S.l.] : SSRN |
Subject: | Konsumentenverhalten | Consumer behaviour | Einzelhandel | Retail trade | Messung | Measurement | Ladengestaltung | Store design | Online-Handel | Online retailing | Wahrnehmung | Perception |
Description of contents: | Abstract [papers.ssrn.com] |
Saved in:
Extent: | 1 Online-Ressource |
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Type of publication: | Book / Working Paper |
Language: | English |
Notes: | In: The IUP Journal of Marketing Management, Vol. XIII, No. 3, August 2014, pp. 48-70 Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments July 8, 2015 erstellt Volltext nicht verfügbar |
Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014134586
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