Year-end Sale % OFF 
Abstract
This study was conducted with the purpose of developing and validating multidimensional reputation criteria for evaluating online shopping malls, which have been growing explosively since the start of the COVID-19 pandemic. A Delphi study was conducted with a group of 31 professionals, and the initial items for online shopping mall reputation were derived from that study. Those items were used to devise a questionnaire that was administered to 531 consumers. Exploratory and confirmatory factor analysis resulted in 17 items based on four factors: reliability, technical skills, customer service, and accessibility. Convergent and discriminant validity were verified between the factors. Finally, structural equation modeling was used to verify the nomological validity of the scale. This online shopping mall reputation scale is expected to provide a standard for companies to effectively manage the reputations of online shopping malls in the future and for consumers to choose online shopping malls they can trust.
Highlights
IntroductionOffline commerce has declined sharply, and online shopping malls and other forms of e-commerce are experiencing an unprecedented boom
In a second-round Delphi study using the 73 initial items, each rated on a 7point Likert scale, we were able to eliminate 26 items that did not meet the average value and content validity ratio (CVR), leaving 47 scale items; we used Lawshe’s and removed items that did not exceed 0.33
After the final-round Delphi study, we used the coefficient of variation and Cronbach’s Alpha along with mean and CVR to extract 35 final items for measuring online shopping mall reputation
Summary
Offline commerce has declined sharply, and online shopping malls and other forms of e-commerce are experiencing an unprecedented boom. This phenomenon is expected to continue even after the pandemic conditions lift and societies resume more normal functioning. In Criteo’s global research, 53% of consumers said they will continue to use at least one form of online shopping after conditions change. This seemingly permanent shift has made it critical for companies to accelerate their digital transformation efforts and establish strong online sales strategies [2].
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