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Title:
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EXPLORATORY ANALYSIS ON THE UTILITARIAN MOTIVATIONS IN ONLINE CONSUMPTION: AN APPROACH TO THEIR DIMENSIONALITY AND MEASUREMENT |
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Author(s):
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Cintia Pla-Garcia, Francisco J. Martínez-López, Inma Rodríguez-Ardura |
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ISBN:
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978-972-8939-46-5 |
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Editors:
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Piet Kommers and Pedro Isaías |
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Year:
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2011 |
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Edition:
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Single |
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Keywords:
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Consumption motivations, Web, utilitarian, dimensions, measurement scales |
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Type:
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Full Paper |
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First Page:
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205 |
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Last Page:
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212 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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This study analyzes, with an exploratory approach, the utilitarian motivations in online consumption, their structural dimensionality and measurement. Based on an in-depth literature review on consumer motivations in physical and electronic markets, an initial structure of 12 dimensions is proposed. Said dimensions are later assessed and refined by way of a qualitative study, which results in a proposal of 11 dimensions with their respective measurement scales (a total of 49 items). Next, a quantitative study is developed, and a questionnaire is applied to a sample of 669 Internet users. An exploratory factorial analysis is applied to the set of items. Finally, after exhaustive analyses of the underlying dimensionality of the items, a structure of 10 dimensions and 40 items is proposed. |
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