Developing an Instrument for Measurement of Attitude toward Online Shopping

Abstract

To ensure the success of online business, it is important for the retailers to
\nunderstand their targeted customers. The aim of this study is to develop an instrument for
\ninvestigating and understanding consumer’s online shopping orientations and factors that
\ninfluence attitude toward online shopping and online shopping intention. A five-level
\nLikert scale was used to determine attitude toward online shopping. A self-administered
\nquestionnaire, based on prior literature, was developed, and a total of 370 post graduate
\nstudents of University Putra Malaysia were selected by random sampling and involved in
\nthe study.
\nEight components, referring to online shopping orientation and online shopping
\nperceived benefits, were found to explain 97 % of the variability in consumer’s online
\nshopping orientation. They were subsequently labeled: utilitarian online shopping
\norientation, hedonic online shopping orientation, fun, convenience, customer service,
\nhomepage, wider selection and price.
\nThe reliability of data and scale was tested by computing Cronbach’s Alpha. Alpha
\nvalues were 0.874 for online shopping orientation, 0.921 for perceived benefits, and 0.853
\nfor attitude.
\nThese alpha values exceed the 0.80 recommended acceptable inter-items reliability
\nthreshold, indicating a high correlation among the variables comprising the set, and
\naccordingly, that individual items (or sets of items) should produce results consistent with
\nthe overall instrument. In light of this, this instrument is offered to the research community
\nas a tool that may be used in conducting future research related to online shopping
\nbehavior.