Contactless Marketing Management – Measurement Model (CMM-MM)
Measures consumer perceptions of technology-supported contactless marketing activities by fashion brands, focusing on engagement, satisfaction, and behavioral intentions.
Scale Development & Technical Details
Scale Overview
The Contactless Marketing Management – Measurement Model (CMM-MM) was developed by Cho, Minjung; Yun, Hyesu; Ko, Eunju (2023). It is designed to measure Contactless Marketing Management Perceptions. The scale is intended for use with Consumers (primarily young adults).
Scale Structure
This instrument consists of 29 items organized into 7 factors/subscales: Entertainment, Interaction, Trendiness, Customization, Visual Engagement, Satisfaction, Revisit Intention.
| Factor / Subscale | Items | N |
|---|---|---|
| Entertainment | 1,2,3,4,5 | 5 |
| Interaction | 6,7,8,9 | 4 |
| Trendiness | 10,11,12 | 3 |
| Customization | 13,14,15,16 | 4 |
| Visual Engagement | 17,18,19,20,21 | 5 |
| Satisfaction | 22,23,24,25 | 4 |
| Revisit Intention | 26,27,28,29 | 4 |
Response Format
Respondents rate each item using a 5-point Likert scale (1 = Strongly Disagree to 5 = Strongly Agree).
Scoring
Items are scored by subscale, with each subscale sum representing a distinct dimension.
Total scores range from 29 to 145. Interpretation guidelines:
- Low Perception/Intention: 29 – 58
- Moderate Perception/Intention: 59 – 115
- High Perception/Intention: 116 – 145
Psychometric Properties
Internal Consistency: The scale has demonstrated good to excellent internal consistency with reported Cronbach’s alpha values of Cronbach's alpha: 0.766 – 0.902.
Administration
The scale is self-administered and typically takes approximately 8 minutes to complete. It can be administered individually or in group settings. No special training is required for administration.