Conceptualizing and measuring consumers’ negative attitudes towards online shopping
通过文献回顾、定性访谈和四项定量研究，开发并验证了一个八维度的消费者网购负面态度量表，该量表能预测消费者的钱包份额和支出，对电商零售商和政策制定者有实际意义。
Abstract Despite the advantages of online shopping, increasing evidence indicates the prevalence of negative consumer attitudes towards online shopping (NATOS). Yet existing research exhibits a nearly exclusive focus on measuring positive attitudes, creating limited conceptual breadth. Moreover, despite the existence of conceptually related constructs (e.g. consumer resistance to e‐commerce), no measure for gauging negative attitudes currently exists, despite the critical need for one. To develop and validate a NATOS scale that measures consumers’ negative attitudes towards online shopping, as a predictor of consumer behaviour, the current research combines a literature review, results from qualitative interviews and four quantitative studies ( n = 409, n = 382, n = 361 and n = 365). The resulting eight‐dimensional NATOS scale attains convergent, discriminant, known‐group, predictive, incremental, nomological and ecological validity, as evidenced by confirmatory factor and validation analyses. It also exhibits strong practical usefulness, for example, by demonstrating NATOS’ predictive association with consumers’ share of wallet and spending. In addition to its relevance for continued research, this scale has meaningful implications for both e‐commerce retailers and policymakers.