e-Valuation: A multiple-item scale for measuring perceived value in online services
Description
To help close the gap between knowledge and practice in assessing customer evaluations of perceived value, this research develops a multiple-item scale for measuring perceived value in online services. To develop this scale, I followed the procedures suggested by Churchill (1979). I did a qualitative study (using focus groups and in-depth interviews) and a quantitative study, which included a pilot study and two collections of data to purify and confirm the structure of the scale. I tested the reliability and validity of the scale, including the criterion-related and construct validity. I used the traditional factor analysis method and the structural equations method (SEM). The resulting scale, e-Valuation, measures perceived value in online services through a 4-factor model with 33 items, where the dimensions are: (D1) Practical/Hedonic Benefits, (D2) Business Benefits/Transactions, (D3) Sociable/Communication, and (D4) Inconvenience/Undesirable Content. The first dimension can be subdivided into three categories: (D1.1) Efficiency/Responsibility, (D1.2) Attractiveness/Adaptability, and (D1.3) Hedonic Benefits. The scale demonstrates reliability and strong validity, including criterion-related and construct validity. This study will benefit research on Internet marketing and aid in the development of Internet services that are more valuable for the consumer, pointing businesses to success in the electronic marketplace