Abstract
Purpose This paper aims to determine a scale for measuring psychological factors of apparel-buying intention for young Indian online shoppers. Design/methodology/approach Churchill’s three-stage systematic scale-development methodology is used to develop a psychometric scale. Items were generated and selected in Phase I, followed by scale refinement in Phase II and scale validation in Phase III. Findings The final scientifically validated scale has 36 item scales that measure 10 psychological factors of apparel online-buying intention for online shoppers, from which “perceived value” emerged as the most significant factor. Research limitations/implications This scale is a sector-specific scale that cannot be generalized to other sectors; therefore, further iterations/customizations should be made in future studies for applicability in other sectors. Practical implications This reliable and valid scale will help marketing managers to understand online shopper behavior and formulate effective strategies for online shoppers. Originality/value This paper, to the author’s knowledge, is the first attempt to develop a validated tool to measure the psychological factors of apparel-buying intention for young Indian online shoppers. This scale encompasses all important touch-points in measuring psychological factors influencing online buyer behavior for apparel products.
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