An Exploratory Approach to Develop a New Scale to Measure the Construct of Shopping Involvement
Shopping is an activity which evokes many responses from people and when shoppers were studied in the act of shopping using disguised observations, it was found that their behaviour was distinct across shopping formats. The current study is an attempt to define and measure the construct of shopping involvement in a particular stores context. It was found that the current involvement scales did not measure involvement with shopping process. It is hypothesized that shopping involvement will change from shop format and the benefit derived from that format and will have a direct correlation with the level of information search at the store. Initial phase of research was qualitative using depth interviews, followed by quantitative research with a sample size of 200 shoppers in the Indian city of Ahmedabad. A new scale to measure Shopping Involvement was conceptualized at the end of the study.
Dwarika Prasad Uniyal
O P Jindal Global University, India
国际会议
2011 Academy for Global Business Advancement(AGBAs)8th World Congress(全球商务发展学会第八届国际会议)
大连
英文
158-172
2011-09-15（万方平台首次上网日期，不代表论文的发表时间）