Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You and Your Team.

Learn More →

Measuring internet product purchase risk

Measuring internet product purchase risk Purpose – The purpose of this paper is to develop and validate a scale to reliably capture the variance of perceived risk towards purchasing on the internet at the product level. Design/methodology/approach – A two‐dimensional scale to measure internet Product Purchase Risk (IPPR) was developed and tested in three studies. In the first study a preliminary pool of items was generated with evidence of content validity. In the second study the IPPR scale was purified using principal axis factor analysis. In the third study evidence of criterion‐related, known‐group, nomological, and discriminant validity was demonstrated. Findings – The IPPR scale was found to successfully capture the variance of evaluation judgement and internet security risk. IPPR was also found to have a quadratic relationship with experience purchasing a product category from the internet. Research limitations/implications – Although strong evidence to suggest construct validity was demonstrated, it is understood that efforts to establish the validity of new measures should be ongoing. Specifically, although the IPPR scale was shown to produce reliable‐measurements for seven different products, the measurement of IPPR across more product categories would strengthen evidence of generalizability. Practical implications – Given that risk is strongly dependent on the type of product, the procedure to develop the IPPR scale demonstrates the importance of measuring risk at the product category level. Originality/value – This is the first study to develop and rigorously validate a multi‐item measure of purchase risk at the product level. Given the importance of risk in understanding online consumer behaviour, the IPPR scale will be useful for future studies in this domain, especially for comparing findings. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Measuring internet product purchase risk

Loading next page...
 
/lp/emerald-publishing/measuring-internet-product-purchase-risk-PltEyGhxA0
Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090561111137642
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to develop and validate a scale to reliably capture the variance of perceived risk towards purchasing on the internet at the product level. Design/methodology/approach – A two‐dimensional scale to measure internet Product Purchase Risk (IPPR) was developed and tested in three studies. In the first study a preliminary pool of items was generated with evidence of content validity. In the second study the IPPR scale was purified using principal axis factor analysis. In the third study evidence of criterion‐related, known‐group, nomological, and discriminant validity was demonstrated. Findings – The IPPR scale was found to successfully capture the variance of evaluation judgement and internet security risk. IPPR was also found to have a quadratic relationship with experience purchasing a product category from the internet. Research limitations/implications – Although strong evidence to suggest construct validity was demonstrated, it is understood that efforts to establish the validity of new measures should be ongoing. Specifically, although the IPPR scale was shown to produce reliable‐measurements for seven different products, the measurement of IPPR across more product categories would strengthen evidence of generalizability. Practical implications – Given that risk is strongly dependent on the type of product, the procedure to develop the IPPR scale demonstrates the importance of measuring risk at the product category level. Originality/value – This is the first study to develop and rigorously validate a multi‐item measure of purchase risk at the product level. Given the importance of risk in understanding online consumer behaviour, the IPPR scale will be useful for future studies in this domain, especially for comparing findings.

Journal

European Journal of MarketingEmerald Publishing

Published: Jul 26, 2011

Keywords: Internet risk; Scale development; Online consumer behaviour; Risk analysis; Internet

References