Contactless Marketing Management – Measurement Model (CMM-MM)
Measures consumer perceptions of technology-supported contactless marketing activities, consumer satisfaction, and revisit intention.
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.
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.
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.