Attitude Towards Online Shopping

7/31/2019 Attitude Towards Online Shopping

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ATTITUDE-MODELS &

MEASURING TECHNIQUES

GROUP-8


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Contents

Introduction

Models and its application

Measuring methods Scaling technique

Case study: Application

Conclusion


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Introduction Attitudes have an object, direction,

degree, intensity, structure and arelearned.

Functions: Adjustment, ego-defensive, value-expressive and

knowledge functions.

Sources of attitude development :

personal experience, groupassociations, influential others.


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7-4

Functional Theory ofAttitudes

Katz: attitudes exist because theyserve some function

UTILITARIAN

FUNCTION:

Relates to rewards and

punishments

VALUE-EXPRESSIVE

FUNCTION:

Expresses consumers values

or self-concept

EGO-DEFENSIVE

FUNCTION:

Protect ourselves from

external threats or internal

feelings

KNOWLEDGEFUNCTION:

Need for order, structure, or

meaning


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Prentice-Hall, cr 2009 7-5

ABC Model of Attitudes

Attitude has three components: Affect: the way a consumer feels

about an attitude object.

Behavior: persons intentions to dosomething with regard to anattitude object.

Cognition: beliefs a consumer hasabout an attitude object.


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Hierarchies of Effects

Figure 7.1

Impact/importance of attitudecomponents depends on consumersmotivation toward attitude object


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Hierarchy of Effects

Standard Learning Hierarchy Results in strong brand loyalty

Assumes high consumer involvement

Low-Involvement Hierarchy Consumer does not have strong brand

preference

Consumers swayed by simple stimulus-

response connections Experiential Hierarchy Consumers hedonic motivations and

moods Emotional conta ion


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gr 8

Multi-Attribute AttitudeModels

Multi-attribute models: consumersattitudes toward an attitude objectdepends on beliefs she has about

several or many attributes of theobject

Three elements

Attributes ofAO(e.g., college)

Example: scholarly reputation

Beliefs aboutAO

Example: University of North Carolina is


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The Cognitive ResponseModel

According to Hoyer and McInnis(1997),

The basic idea behind the cognitiveresponse model is that consumersreactions to the message, does affecttheir attitudes.

Cognitive response are, simply, thethoughts that we have when we areexposed to a communication (they

can be recognitions, elaborations,


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The Cognitive ResponseModel

Counterarguments (CAs):

These are thoughts that expressdisagreement with the message

e.g. goodness!, it will never work,he's been paid to do this etc.

Support arguments (SAs): These are thoughts that express

agreement with the message

e.g. this sounds great, I need


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Source derogations (SDs): These are thoughtsthat discount or attack the source of themessage.

e.g. the guy is lying, I dont believe this.

According to the cognitive response model,these responses will affect consumersattitudes.

In other words, CAs and SDs will result in a lessfavorable initial attitude or resistance tochange.


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The Expectancy-ValueModel

This is applied to explain how attitudes form andchange.

According to this model, attitudes are based on

(a) beliefs, or knowledge consumers have about an

object or action and(b) their evaluation of these particular beliefs

e.g. how good or bad the object/action is thus we

might like Volvo because of its durability and

reliance?


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The Theory of ReasonedAction

The theory of reasoned action (TORA) has been

successfully used in understanding attitudes.

The model provides an expanded picture of how,

when, and why attitudes predict behavior.

The newer version of extended Fishbein model.


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TORA

Theory of reasoned action: considersother elements of predictingbehavior

Intentions versus behavior: measurebehavioral intentions, not justintentions

Certain uncontrollable factors inhibit

prediction of actual behavior. Social pressure: acknowledge the

power of other people in purchasing

decision

t t


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e ar et ng mp cat onsabout

TORA Model The TORA model helps marketersunderstand why consumers/customers likeor dislike an offering and whether they

want to engage in or resist performing abehavior.

It can help in perceiving the strength of abrand, its weakness and other target

markets for the offering.


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Devising Strategies forAttitude Change

1.Changing Beliefs (positive or lessenbad) about the offering. Ads such asits good for your body, it reaches

the parts that other beers cannotreach....

2. Changing Evaluations (make it

more positive or less negative). For example although one may not

like a vacation in Libya, marketers

might try to convince people about


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3.Adding a new Belief- ExampleMarketers might include in the ad fora vacation to Libya that one willmake new friends and learn of adifferent culture.

4. Targeting Normative Beliefs Themodel provides information abouthow normative beliefs influence

people. (action should be taken or


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Measurement techniques

MEASUREMENT CAN BE DEFINED AS ASTANDARDIZED PROCESS OF ASSIGNING

NUMBERS OR OTHER SYMBOLS TO CERTAIN

CHARACTERISTICS OF THE OBJECTS OFINTEREST


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Research perspective

RESEARCHERS ENGAGE IN USING THE

MEASUREMENT PROCESS BYASSIGNINGEITHERNUMBERSORLABELS

TO

PEOPLES THOUGHTS, FEELINGS, BEHAVIORS, AND

CHARACTERISTICS

THE FEATURES OR ATTRIBUTES OF OBJECTS

THE ASPECTS OF CONCEPTS / IDEAS


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Research modes

For investigation two things are

important namely qualities and

quantities of the object..


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MEASUREMENT PROCESSMEASUREMENT PROCESS

CONSISTS OF

CONSTRUCT DEVELOPMENT

SCALE MEASUREMENT


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CONSTRUCT DEVELOPMENT

THE GOAL IS:

TO PRECISELY IDENTIFY ANDWHATWHATIS TO BE MEASUREDMEASURED,

INCLUDING ANY DIMENSIONALITYTRAITS


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SCALE MEASUREMENT

THE GOAL IS TO

DETERMINE HOWHOWTO PRECISELYMEASURE EACH CONSTRUCTCONSTRUCT


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Object

IT REFERS

TO ANYTANGIBLETANGIBLE ITEM IN A PERSONSENVIRONMENT THAT CAN BE CLEARLYCLEARLYANDEASILYEASILY

IDENTIFIED THROUGH THE SENSESSENSES

SIGHT SOUND

TOUCH SMELL TASTE


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Properties of an object

Objective properties

Subjective properties


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RESEARCHERS DO NOT MEASURE THEOBJECTSPER SEPER SEBUT RATHER THE

ELEMENTS THAT MAKES UP THEOBJECT

OBJECTIVE PROPERTIES ARE USED TOIDENTIFYIDENTIFYANDDISTINGUISHDISTINGUISHAN OBJECTFROM ANOTHER


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can be

DIRECTLY OBSERVABLE (SUCH AS THE

PHYSICAL AND DEMOGRAPHIC

CHARACTERISTICS OF A PERSON like AGE

SEX OCCUPATION STATUS COLOR OF EYE

ETC.)

PHYSICALLY VERIFIABLE (THE ACTUAL

NUMBER OF PURCHASES MADE OF A

PARTICULAR PRODUCT)

MEASURABLE IN NATURE(THE TANGIBLE

FEATURES OF THE OBJECT )


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CONSUMERCONSUMER

OBJECTIVE PROPERTIESOBJECTIVE PROPERTIES :

AGE, SEX,

MARITAL STATUS,INCOME,

BRAND LAST PURCHASED,

RUPEE AMOUNT OF PURCHASES

TYPES OF PRODUCTS PURCHASED COLOR OF EYES AND HAIR


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Subjective properties

SUBJECTIVE PROPERTIES ARE ABSTRACT,INTANGIBLE CHARACTERISTICS THAT CAN

NOT BE DIRECTLY OBSERVED OR MEASURED

BECAUSE THEY ARE THE MENTAL IMAGES(ASPECTS) A PERSON ATTACHES TO ANOBJECT, SUCH AS

ATTITUDES, FEELINGS, PERCEPTIONS,

EXPECTATIONS


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CONSUMERCONSUMER

SUBJECTIVE PROPERTIESSUBJECTIVE PROPERTIES

ATTITUDES TOWARDS A PRODUCT

BRAND LOYALTY

HIGH INVOLVEMENT PURCHASES

EMOTIONS (LOVE, FEAR, ANXIETY ETC)INTELLIGENCE, PERSONALITY, RISK TAKER


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Characteristics of a scale

DESCRIPTION

ORDER

DISTANCE ORIGIN


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DESCRIPTION

ANY DESCRIPTOR CAN BE USED FOR RESPONSEANY DESCRIPTOR CAN BE USED FOR RESPONSE

FOR INSTANCE, YES OR NO,FOR INSTANCE, YES OR NO,

AGREE OR DISAGREEAGREE OR DISAGREE

AND THE NUMBER OF YEARS OF A RESPONDENTSAND THE NUMBER OF YEARS OF A RESPONDENTSAGEAGE

ARE DESCRIPTORS OF A SIMPLE SCALEARE DESCRIPTORS OF A SIMPLE SCALE


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Order

ORDER REFERS TO THERELATIVE SIZESRELATIVE SIZESOFTHE DESCRIPTORS ORRELATIVERELATIVEMAGNITUDEMAGNITUDE

BETWEEN THE DESCRIPTORS, OR LABELS,USED AS SCALE POINTS

HERE THE KEY WORD IS RELATIVERELATIVEAND INCLUDES SUCH DESCRIPTORS ASGREATER THANGREATER THANLESS THAN ANDLESS THAN ANDEQUAL TOEQUAL TO


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Example

1 IS LESS THAN 5 EXTREMELY SATISFIED IS MORE INTENSE

THAN SOMEWHAT SATISFIED

MOST IMPORTANT HAS GREATERIMPORTANCE THAN ONLY SLIGHTLYIMPORTANT

WHENORDER CHARACTERISTICIS INCORPORATEDINTO SET OF SCALE POINTS, IT ALLOWS THERESEARCHER TO ESTABLISH EITHER

A HIGHEST TO LOWEST

ORLOWEST TO HIGHEST

RANK ORDER AMONG THE NEW RESPONSES


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Distance

A SCALE HAS THECHARACTERISTIC OF DISTANCEWHENABSOLUTE DIFFERENCESABSOLUTE DIFFERENCES

BETWEEN THE DESCRIPTORSBETWEEN THE DESCRIPTORS AREKNOWN AND MAY BE EXPRESSEDEXPRESSED

IN UNITSIN UNITS


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Example

A THREE CAR FAMILY OWNS A ONE MOREA THREE CAR FAMILY OWNS A ONE MORE

AUTOMOBILE THAN A TWO CAR FAMILYAUTOMOBILE THAN A TWO CAR FAMILY

WHEN THE CHARACTERISTIC OF DISTANCEEXISTS

WE ARE ALSO GIVEN THE

ORDERORDER

WE KNOW NOT ONLY THAT THE THREE CAR FAMILY HASWE KNOW NOT ONLY THAT THE THREE CAR FAMILY HASMORE THAN THE NUMBER OF CARS OF THE TWO CARMORE THAN THE NUMBER OF CARS OF THE TWO CARFAMILY,FAMILY,

BUT WE ALSO KNOW THE DISTANCE BETWEEN THEBUT WE ALSO KNOW THE DISTANCE BETWEEN THE

TWO (1 CAR)TWO (1 CAR)


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Origin

THE ORIGIN PROPERTY RELATES TO A

NUMBERING SYSTEM WHERE ZERO IS

DISPLAYED ORREFERENCED STARTING

POINT IN A SET OF POSSIBLERESPONSES

Example: NUMBER OF MILESNUMBER OF MILESTRAVELED TO THE STORETRAVELED TO THE STORE


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Other side..

FOR INSTANCE, WHEN A RESPONDENT SAYS,NO OPINION, TO A QUESTIONNO OPINION, TO A QUESTION

DO YOU AGREE OR DISAGREE WITH THEDO YOU AGREE OR DISAGREE WITH THE

STATEMENT,STATEMENT,THE INDICA IS THE BEST CAR IN THE SMALLTHE INDICA IS THE BEST CAR IN THE SMALL

CAR SEGMENT ON THE ROAD TODAY?CAR SEGMENT ON THE ROAD TODAY?

WE CANNOT SAY THAT THE PERSON HAS ATRUE ZERO LEVEL OF AGREEMENT


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Scale type

Nominal

Ordinal

Interval Ratio


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NOMINAL SCALENOMINAL SCALE

NOMINAL SCALES ARE DEFINEDAS THOSE THAT USE ONLYLABEL;

THAT IS, THEY POSSESS ONLYTHE CHARACTERISTIC OF

DESCRIPTIONDESCRIPTION

THE RESPONSE DOES NOTINCLUDE ANY LEVEL OF

INTENSITYINTENSITY


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EXAMPLESEXAMPLES

DESIGNATIONS AS TO

RACE, RELIGION,

TYPE OF DWELLING

GENDER

BRAND LAST PURCHASED

ANSWERS THAT INVOLVE YES-NO, AGREE-

DISAGREEOR ANY OTHER INSTANCE IN WHICH

DESCRIPTORS CAN NOT BEDIFFERENTIATED EXCEPT QUALITATIVELY


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DO YOU LIKE OR DISLIKECHOCOLATE ICE CREAM?

I. LIKE

II. DISLIKE


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ORDINAL SCALE

AN ORDINAL SCALE IS OBTAINEDBYRANKING OBJECTSRANKING OBJECTS

OR ARRANGING THEM

IN ORDERIN ORDER

WITH REGARD TO SOMECOMMON VARIABLECOMMON VARIABLE


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THE QUESTION IS SIMPLY

WHETHER EACH OBJECT HASMOREMORE

OR LESSOR LESS

THANTHANSOME OTHER OBJECTSOME OTHER OBJECT

ORDINAL SCALED


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ORDINAL- SCALEDORDINAL- SCALED

QUESTIONSQUESTIONS PLEASE RANK EACH BRAND IN TERMS OF YOURPLEASE RANK EACH BRAND IN TERMS OF YOUR

PREFERENCEPREFERENCE

PLEASE PLACE 1PLEASE PLACE 1

BY YOUR FIRST CHOICE,BY YOUR FIRST CHOICE,

A 2A 2

BY YOUR SECOND CHOICE, AND SO ONBY YOUR SECOND CHOICE, AND SO ONI.I. SONYSONY

II.II. VIDEOCONVIDEOCON

III.III. SAMSUNGSAMSUNGIV.IV. LGLG

V.V. BPLBPL

VI.VI. PHILLIPSPHILLIPS


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INTERVAL SCALEINTERVAL SCALE

INTERVAL SCALES ARE THOSE INWHICH THE

DISTANCEDISTANCE

BETWEEN EACH DESCRIPTOR ISKNOWN

IT DEMONSTRATESABSOLUTE DIFFERENCESABSOLUTE DIFFERENCESBETWEEN EACH SCALE POINT


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THE DISTANCE IS NORMALLYDEFINED AS

ONE SCALE UNITONE SCALE UNIT

FOR EXAMPLE, A COFFEE BRANDFOR EXAMPLE, A COFFEE BRANDRATED 3 IN TASTE IS ONE UNITRATED 3 IN TASTE IS ONE UNIT

AWAY FROM ONE RATED 4AWAY FROM ONE RATED 4


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ASSUMED INTERVALASSUMED INTERVAL

THE RESEARCHER WOULD PROBABLY

ASSUME THAT EACH DESIGNATION WAS

ONE UNIT AWAY FROM THE PRECEDINGONE


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RATIO SCALERATIO SCALE

RATIO SCALES ARE THE ONES INWHICH

TRUE ZERO ORIGINTRUE ZERO ORIGIN EXISTS

SUCH AS

-ACTUAL NUMBER OF PURCHASES INA CERTAIN TIME PERIOD,

-RUPEES SPENT, MILES TRAVELEDETC.


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APPROXIMATELY HOW MANYAPPROXIMATELY HOW MANY

TIMES IN THE LAST MONTHTIMES IN THE LAST MONTH

HAVE YOU PURCHASED ANYHAVE YOU PURCHASED ANY

THING OVER Rs.1000 IN VALUETHING OVER Rs.1000 IN VALUEAT NANZ STORE?AT NANZ STORE?

0 1 2 3 4 5 MORE ( SPECIFY_ )


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TYPICALLY THE ISSUES LIKE

QUANTITY SOLDQUANTITY SOLD

NUMBER OF CONSUMERSNUMBER OF CONSUMERSPROBABILITY OF PURCHASE ETC.PROBABILITY OF PURCHASE ETC.

FORM RATIO SCALEMEASUREMENT


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Nominal, Ordinal, Interval, and Ratio Scales Provide DifferentNominal, Ordinal, Interval, and Ratio Scales Provide Different

InformationInformation

ASSESSING A RESPONDENTS LIKING OFASSESSING A RESPONDENTS LIKING OF


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ASSESSING A RESPONDENTS LIKING OFASSESSING A RESPONDENTS LIKING OFSOFTDRINKS WITH NOMINAL ORDINAL,SOFTDRINKS WITH NOMINAL ORDINAL,

INTERVAL AND RATIO SCALESINTERVAL AND RATIO SCALES

NOMINAL SCALENOMINAL SCALE

WHICH OF THE FOLLOWING SOFT DRINKS ON THEFOLLOWING LIST DO YOU LIKE? CHECK ALL THAT APPLY

COKE

THUMS UP

MOUNTAIN DEW

PEPSISEVEN UP

SPRITE


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ORDINAL SCALEORDINAL SCALE

PLEASE RANK THE SOFT DRINKS ON THE FOLLOWING LIST

ACCORDING TO YOUR DEGREE OF LIKING FOR EACH,

ASSIGNINIG MOST PREFERRED DRINK RANK=1 AND YOUR

LEAST PREFERRED DRINK RANK=6

COKE

THUMS UP

MOUNTAIN DEWPEPSI

SEVEN UP

SPRTIE


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INTERVAL SCALEINTERVAL SCALE

PLEASE INDICATE YOUR DEGREE OF LIKING OF EACH OFTHE SOFTDRINKS ON THE FOLLOWING LIST BY CHECKINGTHE APPROPRIATE POSITION ON THE SCALE

DISLIKE DISLIKE LIKE LIKE A LOT

ALOT

COKETHUMS UPMOUNTAIN DEW

PEPSISEVEN UPSPRTIE


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RATIO SCALERATIO SCALE

PLEASE DIVIDE 100 POINTS AMONG EACH OF THEFOLLOWING SOFT DRINKS ACCORDING TO YOUR DEGREE OFLIKING FOR EACH

COKE

THUMS UP

MOUNTAIN DEW

PEPSISEVEN UP

SPRTIE


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The Scaling TechniquesThe Scaling Techniques

THE COMPARATIVE SCALES-Comparative scales involve the directcomparison ofstimulusstimulus object.

THE NON- COMPARATIVE- One of thetwo types of scaling techniques in

which each stimulus object is scaledstimulus object is scaledindependentlyindependently of the other object inthe stimulus set


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THE COMPARATIVE SCALING

It is a scale format that requires ajjudgment

comparing one object, person, or conceptagainst ANOTHER ON THE SCALE

For example, the respondents might beasked whether they prefer coke orpepsi

COMPARATIVE SCALE DATA MUST BEINTERPRETED IN

RELATIVE TERMSRELATIVE TERMS

AND HAVE ONLY ORDINALORDINAL OR RANK ORDERRANK ORDER

PROPERTIES hence referred as NON-


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NON COPARATIVE SCALES Non-comparative scales refer to a scale

format that requires a judgment withoutreference to another object, person, orconcept

These scales are also referred toas monadic or metric scales

The resulting data are generally

assumed to be intervalinterval or ratioratio scaled

For example, respondents may be asked toevaluate coke on a 1 to 6 preference scale

(1= not at all preferred; 6 = greatly

TYPES OF COMPARATIVETYPES OF COMPARATIVE


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TYPES OF COMPARATIVETYPES OF COMPARATIVE

SCALESSCALES PAIRED COMPARISON

RANK ORDER

CONSTANT SUM

Q-SORT AND OTHERPROCEDURES

TYPES OF NONTYPES OF NON


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TYPES OF NON-TYPES OF NON-

COMPARATIVE SCALESCOMPARATIVE SCALES

CONTINUOUS RATING SCALES

ITEMIZED RATING SCALES

I. LIKERT SCALE

II. SEMANTIC DIFFERENTIAL SCALE

III. STAPEL SCALEIV. THURSTONE SCALE

Paired Compared Rating


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Paired Compared RatingScale

a. TRUST b. COMPETENCE

a. TRUST b. COMMUNICATION SKILLS

a. TRUST b. PERSONAL SOCIAL SKILLS

a. COMPETENCE b. COMMUNICATION SKILLS

a. COMPETENCE b. PERSONAL SOCIAL SKILLS

a. COMMUNICATION SKILLS b. PERSONAL SOCIAL SKILLS


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RANK ORDER SCALE

Rank order scaling is commonly usedto measure preferences for brands aswell as attributes

Rank order data are frequentlyobtained from respondents in

conjoint analysisconjoint analysis because rank

order scaling forces the respondentto discriminate among the stimulusobjects


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CONSTANTCONSTANTSUMSUMSCALESCALE

This scale provides a bettera betterperspective ofdistancedistance between thepoints on a continuum

With this type of scale, therespondent is asked to divide or

allocatecate

a number of points,a number of points,

percentages,percentages,

or rupeesor rupees,,


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The amounts that are allocated toeach alternative indicates the

ranks

assigned to them by therespondents,

but it also indicates the amount of

differencedifference

the respondents set between eacheachalternative


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Non-comparative scale

THESE CONSIST OF

CONTINUOUS RATING SCALES

ITEMIZED RATING SCALES

CONTINUOUS RATINGCONTINUOUS RATING


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CONTINUOUS RATINGCONTINUOUS RATING

SCALE:SCALE:A scale measure that uses a scale

point format that presents therespondent with some type of

graphic continuumgraphic continuum

as the set of possible responses to agiven question

It is also referred to as graphic ratingscales


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Respondents raterate the objects byplacingplacing a mark at the appropriatepositionposition on a line that runs from one

extreme of the criterion variable tothe other

Once the respondent has providedthe ratings, the researcher divides

the line into as many categoriescategories asdesired and assigns scoresscores based oncategories into which the ratings fall

These scores are treated as intervalinterval


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EXAMPLE:

HOW WOULD YOU RATERELIANCE RETAIL AS A

DEPARTMENT STORE?

VERY BAD NEITHER VERY GOOD

GOOD NOR

BAD

PROBABLY THE WORST---------------I---------------------------------------PROBABLY THEBEST

0 10 20 30 40 50 60 70 80 90 100


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ITEMIZED RATING SCALEITEMIZED RATING SCALE

Used as BECAUSE OF ITS SIMPLICITYSIMPLICITYAND

AdaptabilityAdaptability

This form of rating scale requires arespondent

to indicate his or her attitude byto indicate his or her attitude by

selecting a position on aselecting a position on a continuumcontinuum

that reflects a range ofpossiblepossible

viewsviews

TYPES OF ITEMIZEDTYPES OF ITEMIZED


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TYPES OF ITEMIZEDTYPES OF ITEMIZED

SCALESSCALES

SEMANTIC DIFFERENTIAL SCALE

LIKERT SCALE

STAPEL SCALE

THURSTONE SCALE

SEMANTIC DIFFERENTIALSEMANTIC DIFFERENTIAL


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SEMANTIC DIFFERENTIALSEMANTIC DIFFERENTIAL

SCALESCALE A unique bipolar ordinal scale

(good/bad, like/dislike,competitive/noncompetitive,

helpful/unhelpful, etc.) format thatcaptures a persons attitudes orfeelings about a given object

Individual items on a semantic


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Individual items on a semanticdifferential scale may be scored oneither

A +3 to - 3

Or a 1 to 7 scale

The resulting data are commonlyanalyzed through profile analysis

MeansMeans or medianmedian values on eachrating scale are calculated andcomparedcompared by plotting statistical

analysis


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It is widely used in comparingcomparing

BRANDSBRANDS

PRODUCTSPRODUCTS

COMPANY IMAGESCOMPANY IMAGES

DEVELOP ADVERTISING ANDDEVELOP ADVERTISING AND

PROMOTIONAL STRATEGIESPROMOTIONAL STRATEGIES NEW PRODUCT DEVELOPMENTNEW PRODUCT DEVELOPMENT

STUDIESSTUDIES

The actual design of a semanticdifferential scale can vary from situation

to situation


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EXAMPLE:

A semantic differential scale formeasuring

Self concepts

Person concepts

Product concepts


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ORGANIZEDORGANIZED NO-ORGANIZEDNO-ORGANIZED

RATIONALRATIONAL EMOTIONALEMOTIONAL

YOUTHFULYOUTHFUL MATUREMATUREFORMALFORMAL INFORMALINFORMAL

ORTHODOXORTHODOX LIBERALLIBERAL

COMPLEXCOMPLEX SIMPLESIMPLE

COLORLESSCOLORLESS COLORFULCOLORFUL

MODESTMODEST VAINVAIN


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RUGGEDRUGGED DELICATEDELICATE

EXCITABLEEXCITABLE CALMCALM

UNCOMFORTABLEUNCOMFORTABLE COMFORTABLECOMFORTABLE

DOMINATINGDOMINATING SUBMISSIVESUBMISSIVE

THRIFTYTHRIFTY INDULGENTINDULGENT

PLEASANTPLEASANT UNPLEASANTUNPLEASANT

CONTEMPORARYCONTEMPORARY NON-NON-CONTEMPORARYCONTEMPORARY


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Example


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Example

Semantic differential scale format forSushmita sen as a credibilityspokesperson in TV or printadvertisements for Revlon brands of

grooming products

We would like to know your opinion

about the Expertise, Trustworthiness,

and Attractiveness


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EXPERTISE:EXPERTISE:

1 2 3 4 5 6 7

KNOWLEDGEABLEKNOWLEDGEABLE UNKNOWLEDGEABLEUNKNOWLEDGEABLE

EXPERTEXPERT NOT AN EXPERTNOT AN EXPERTSKILLEDSKILLED UNSKILLEDUNSKILLED

QUALIFIEDQUALIFIED UNQUALIFIEDUNQUALIFIED

EXPERIENCEDEXPERIENCED INEXPERIENCEDINEXPERIENCED


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TRUST WORTHINESSTRUST WORTHINESS

1 2 3 4 5 6 7

RELIABLERELIABLE UNRELIABLEUNRELIABLE

SINCERESINCERE INSINCEREINSINCERE

TRUSTWORTHYTRUSTWORTHY UNTRUSTWORTHYUNTRUSTWORTHY

DEPENDABLEDEPENDABLE UNDEPENDABLEUNDEPENDABLE

HONESTHONEST DISHONESTDISHONEST


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ATTRACTIVENESSATTRACTIVENESS

1 2 3 4 5 6 7SEXYSEXY NOT SEXYNOT SEXY

BEAUTIFULBEAUTIFUL UGLYUGLY

ATTRACTIVEATTRACTIVE UNATTRACTIVEUNATTRACTIVE

CLASSYCLASSY NOT CLASSYNOT CLASSY

ELEGANTELEGANT PLAINPLAIN

LIKERT SCALE


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LIKERT SCALE

An ordinal scale format that asks therespondents to indicate the extent towhich

they agree or disagreeagree or disagree with a seriesof

mentalmental belief or behavioralbehavioral beliefstatements about a given object

A likert scale usually consists of two parts:


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A likert scale usually consists of two parts:

ITEM PART-ITEM PART- Is essentially a statement

about a certaino product

o Event

o

Or attitude

EVALUATIVE PART-EVALUATIVE PART- Is a list of responsecategories ranging from strongly agree

to strongly disagree

An important assumption of this


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p pmethod is that each of the items(statements) measures some aspectofsingle common factorsingle common factor

In other words,the resulting scale is uni dimensionaluni dimensional

The analysis can be conducted on:

An item by item basis (profile analysis) Or a total (summated) score can be

calculated for each respondent bysumming up across items

EXAMPLE: Flyer perception about


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EXAMPLE: Flyer perception aboutIndian airlines

Ia is always on time The seats are very comfortable

I love the food they provide

Their air hostesses are very beautiful

My boss/friend flies with ia

IA has younger aircrafts

I get advantage of frequent flier program

It(the flight timing) suits my schedule My wife/mom feels safe when i fly ia

Flying ia complements my life style and socialstanding in the society


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Flyer shall evaluate each statement

and assign a value ranging from 1 to5 depending upon his agreeing ordisagreeing with the statement

Then a score can be arrived at for

- Each individualEach individual

- And total score given to eachAnd total score given to eachstatement by fliersstatement by fliers

STAPLE SCALESTAPLE SCALE


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STAPLE SCALESTAPLE SCALE

Unipolar scale with 10 categories numberedfrom - 5 to +5, without a neutral point(zero),

With values progressions ranging frompositive to negative which measuredirection and intensity simultaneously

Usually presented vertically


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The main virtue of this scale is that it

is easy to administer and constructbecause there is no need to provideadjectives or phrases to assure bi-bi-

polaritypolarity

The higher the positive score, the

better the adjective Describes theobject

EXAMPLE:EXAMPLE:

APPLICATION OF STAPEL SCALE FOR THE RETAIL STOREAPPLICATION OF STAPEL SCALE FOR THE RETAIL STORE


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APPLICATION OF STAPEL SCALE FOR THE RETAIL STOREAPPLICATION OF STAPEL SCALE FOR THE RETAIL STORE

IMAGE STUDYIMAGE STUDY

+5 +5 +5+4 +4 +4+3 +3 +3+2 +2 +2+1 +1 +1

WIDEWIDE LESSERLESSER HIGHHIGHSELECTIONSELECTION KNOWNKNOWN QUALITYQUALITY

BRANDBRAND- 1 - 1 - 1

- 2 - 2 - 2

- 3 - 3 - 3

- 4 - 4 - 4- 5 - 5 - 5_____________________________________________

Summary of Advantages and Disadvantages of RatingSummary of Advantages and Disadvantages of RatingScalesScales


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Attitude towards online


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shopping

To ensure the success of online business, it isimportant for the retailers to understand their

targeted customers.

To understand consumers online shopping

orientations and factors that influence attitude

toward online shopping and online shopping

intention.

Eight components referring to online shopping


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Eight components, referring to online shopping

orientation and online shopping perceived benefits,

were found to explain 97 % of the variability inconsumers online shopping orientation. They were

subsequently labeled:

Utilitarian online shopping orientation, Hedonic online shopping orientation, Fun, Convenience, Customer service, Homepage,Wider selection and

Price.

The reliability of data and


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The reliability of data andscale was tested by computing

Cronbachs Alpha.Alpha values were 0.874 for

online shopping orientation,0.921 for perceived benefits,and 0.853 for attitude. These alpha values exceedthe 0.80 recommended

- Effective interactions between


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websites and consumers is one of

the main concerns of every e-commerce company as a meansof ensuring success of the online

business. According to Mohd Suki et al

2006 showed that internetshoppers are more likely to beyoung, affluent, highly educated

In the context of onlineh i b fit h t


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shopping, benefits are what

consumers think an online store.

The benefits that encourage

consumers to purchase throughthe internet. Therefore,understanding how consumersperceive benefits of online store isimportant in choosing and making

a purchase decision Generally, research indicates that 81% ofthose who browse Internet for goods and


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those who browse Internet for goods andservices do not actually make an online

purchase.

Theory of Reasoned Action (TRA) is

a theoretical approach which has beenused extensively asa tool to help explain consumer actions, inboth online and offline contexts. which accentuates an individualsbehavior, is an outcome of attitudes that isformed by perceptions or norms.

New technolo is influenced b

Utilitarian and Hedonic ShoppingOrientations


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Orientations

Consumers who are utilitarian havegoal-oriented shopping behaviors, shoponline based on a rational necessitythat is related to a specific goal.Hedonists have experiential shopping

behaviors .The hedonists do not onlygather information to shop online butalso seek fun, fantasy, arousal, and

enjoyable experiences The differences between utilitarianand hedonic


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and hedonicUtilitarian HedonicExtrinsic Motivation Intrinsic Motivation

Instrumental orientation Ritualized orientation

Situational Involvement Enduring involvement

Directed (pre-purchasesearch)

Nondirected (ongoing)search; browsing

Goal-oriented choice Navigational (experiential)choice

cognitive affective

Work fun

Planned purchase;

repurchasing

Compulsive shopping;

impulse buys

Online shopping


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Perceived benefit The benefits can be physiological,

psychological, sociological, or material innature. Consumers perceived benefits are thesum of online shopping advantages orsatisfactions that meet their needs orwants. Online shopping have established two

categories of benefits; intrinsic andextrinsic. Extrinsic benefits include features such

as

Reason why people


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shop online

Methodology


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A five-level Likert scale ranging from stronglydisagree tostrongly agree is used.

Reliability and validity were used to assess

the internal consistency and content validity ofinstrument. Specifically, internal consistencyreliability, i.e. how well items reflecting thesame construct yield similar results. It was

tested using Cronbachs alpha coefficient whichis the most frequently used estimate of internalconsistency. The higher the score is, the more

reliable the generated scale is, meaning that its

Demographic characteristics ofrespondents


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respondentsVariables and category

Gender:-Male, FemaleAge(Years):-20-25years(43.8%)

Level of education:- Master (78%), Ph.D.Monthly Income :-RM 1001-2000(37.3%)Ethnicity :-Malay(44%) ,Chinese(40%) ,

Indian(13%)Product purchase :-Food & beverage,Clothing/

Accessory/Shoes Toy23 Computer/Electronics/ s opp ng or en a on, on ne s opp ngperceived benefits and attitude toward


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online shopping were computed to assessinter-item reliability for each of the multi-item variables. Cronbach's alpha coefficientis high in all scales, ranging from 0.853 to0.965. These alpha scores exceed the .80

recommended acceptable inter-itemsreliability limit, indicating that the factorswithin each multi-item variable are, in fact,

inter-related.Variable Alpha

Online Shopping Orientations .874

Online shopping Perceived benefits 921 Exploratory factor analysis


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Conclusion i f i f li


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consumer satisfaction of online

shopping experiences, that utilitarianonline shopping orientation, hedoniconline shopping orientation, fun,

convenience, customer service,homepage, wider selection and priceare dominant factors which influence

consumers attitude toward onlineshopping, survey instrument specified the

consumer characteristics (consumers

Cont.. C d i li h i


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Consumer engaged in online shoppingare affecting by different motivators thanconsumer engaged in traditional shopping. Internet shopping is perceived orbelieved to offer relative benefits over

traditional face-to-face. Main determinants consumers attitudestoward online shopping are convenience,

wider selection and price. Online purchase are more likelyutilitarian rather than hedonist.

Conclusion


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Conclusion

Utilitarian online shopping orientation,hedonic online shopping orientation, fun,convenience, customer service,homepage, wider selection and price are

dominant factors which influenceconsumers attitude towards onlineshopping.

Consumer engaged in online shopping areaffecting by different motivators thanconsumer engaged in traditional shopping.

The study of attitude provides themarketer an estimate of his or herreadiness to act toward or to purchase the


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THANK YOU

Documents

Attitude Towards Online Shopping