Antecedents and Outcomes of Purchase Justification in a Hedonic Online Context – Model
Measures consumer evaluative tangibility, anticipatory imagination, purchase justification, customer satisfaction, and customer delight in online shopping.
Scale Development & Technical Details
Scale Overview
The Antecedents and Outcomes of Purchase Justification in a Hedonic Online Context – Model was developed by Yadav, Rohit; Paul, Justin; Mittal, Amit (2023). It is designed to measure Purchase Justification. The scale is intended for use with Online consumers.
Scale Structure
This instrument consists of 15 items organized into 5 factors/subscales: Evaluative Tangibility, Anticipatory Imagination, Purchase Justification, Customer Satisfaction, Customer Delight.
| Factor / Subscale | Items | N |
|---|---|---|
| Evaluative Tangibility | 1,2,3 | 3 |
| Anticipatory Imagination | 4,5,6 | 3 |
| Purchase Justification | 7,8,9 | 3 |
| Customer Satisfaction | 10,11,12 | 3 |
| Customer Delight | 13,14,15 | 3 |
Response Format
Respondents rate each item using a custom response format.
Response anchors: 1 = Strongly Disagree / Negative Anchor / Never, 2 = Disagree / Mostly Negative / Rarely, 3 = Slightly Disagree / Slightly Negative / Seldom, 4 = Neutral / Mixed / Sometimes, 5 = Slightly Agree / Slightly Positive / Often, 6 = Agree / Mostly Positive / Usually, 7 = Strongly Agree / Positive Anchor / Always.
Scoring
Items are scored by subscale, with each subscale sum representing a distinct dimension.
Psychometric Properties
Internal Consistency: The scale has demonstrated good to excellent internal consistency with reported Cronbach’s alpha values of 0.66 – 0.85.
Administration
The scale is self-administered and typically takes approximately 5 minutes to complete. It can be administered individually or in group settings. No special training is required for administration.