Refining Scales on Risks and Motives of Online Buying

Abstract

ABSTRACT:Several types of motives and perceived risks are studied in terms of online buying behavior; however, there is no consensus on the components or measurement of both constructs. Hence, this study analyzes insights from extant research with respect to theory of perceived risk and uses and gratification applied in online shopping in order to refine a scale to be used in future research. The scales that will be refined are utilitarian and hedonic motives as they are two of the success factors of e-retailing; also perceived risks as it constitutes a big part on online buying. Data was collected over 385 online shoppers; the steps taken for scale refinement was item generation, followed by exploratory factor analysis (pilot test) through SPSS 19.0 and finally the purification stage which is the confirmatory factor analysis (CFA) through AMOS 22.0. This study addresses a significant input both theoretically and practically in online retailing platform for developing marketing strategies and an established scale.