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Development of a measurement instrument for smartphone behavior during the customer journey in different product categories

Westerman, R.A. (2017) Development of a measurement instrument for smartphone behavior during the customer journey in different product categories.

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Abstract:When examining common measurement instruments such as the UTAUT, UTAUT(2), and WebQual 4.0, the application for omni-channel customer smartphone behavior seems limited (Barnes & Vidgen, 2002; Venkatesh, Morris, Davis, & Davis, 2003; Venkatesh, Thong, & Xu, 2012). In order to test existing constructs and develop a modernized model, a questionnaire was designed. Five relevant product categories were identified: fashion and textile, books, grocery shopping, consumer electronics, and financial services. Besides the product categories, a construct of individual characteristics was designed with the following dimensions and subsequent variables: consumer characteristics, perceived quality, experience, shopping motives, and social influence. Consumer behavior was conceptualized as four measurable phases of the customer journey: information search, purchase, receive/return/reorder and after-sales service. The model underwent testing by means of a pre-test and pilot test. The nature of the questionnaire design resulted in the unforeseen consequence of a data shortage in several product categories and customer journey phases. Combining the product categories was necessary to aggregate sufficient data to test the individual characteristics construct. Reliability testing of the adjusted items of the UTAUT2 and WebQual 4.0 model averaged a Cronbach’s alpha of 0.916 and a composite reliability of 0.883. Factor loadings were clear and measured above 0.7, with the exception of the design variable in the perceived quality dimension (0.697). Results indicate that the existing models can be adapted for use in an omni-channel environment in which the use of the smartphone device is the focus.
Item Type:Essay (Master)
Clients:
1991, Netherlands
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/73346
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