2006•Journal of Interactive MarketingRequires access

Development of a scale to measure the perceived benefits and risks of online shopping

Sandra Monk Forsythe, Chuanlan Liu, David Shannon, Liu Chun Gardner

Abstract

In this paper, we report the development of scales to measure the perceived benefits and risks associated with online shopping. Based on an exploratory qualitative inquiry and quantitative assessment, a four-factor scale of perceived benefits and a three-factor scale of perceived risks of online shopping were developed. Results from two national samples support the proposed measures of perceived benefits and risks associated with online shopping in terms of construct, convergent, discriminate, nomological, and predictive validity. Variation of these perceptions over time was also examined to test scale stability over time and to describe the evolution of online shopping.

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Key concepts: Nomological network, Scale (ratio), Exploratory factor analysis, Construct (python library), Measure (data warehouse), Perception, Risk perception, Construct validity