Measuring Consumer Alienation in the Digital Market: Scale Development and Validation
本研究重新评估数字市场中的消费者异化概念，通过消费者访谈和统计验证开发新量表，帮助企业和政策制定者理解数字时代的新型异化现象。
ABSTRACT This study re‐evaluates the concept of consumer alienation in the context of the digital marketplace. With the transformation brought about by the Fourth Industrial Revolution, traditional views on consumer alienation, which emphasize a psychological state of market isolation, require updating. The digital era, characterized by advanced technologies and personalized consumer experiences, presents new challenges, such as privacy concerns and the automation of human labor, potentially leading to novel forms of alienation. This study aims to develop a new scale for measuring consumer alienation in the digital age through consumer interviews and statistical validation. By identifying and understanding this new alienation phenomenon, this study contributes to the theoretical and practical aspects of consumer alienation, offering insights for consumer businesses and policymakers.