Contactless Marketing Management–Measurement Model Inventory

Abstract

The Contactless Marketing Management–Measurement Model (Cho, Yun, & Ko, 2023) was developed to investigate the effects of contactless marketing efforts on consumer satisfaction and revisit intention, specifically focusing on young consumers’ perceptions of technology-supported contactless marketing activities by fashion brands. The measure, consisting of 29 items, was adapted from prior research and evaluated using an online survey administered to a sample of Korean consumers. The study reported on the reliability and validity of the measure.

Keywords

Attitudes toward Contactless Marketing Management, Customization, Entertainment, Fashion Brands, Interaction, Measurement Model, Revisit Intention, Satisfaction, Trendiness, Visual Engagement

Authors

Cho, Minjung; Yun, Hyesu; Ko, Eunju

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Purpose

The primary purpose of this measurement model is to assess how young consumers perceive contactless marketing activities supported by the technology utilized by fashion brands.

Validity

Discriminant Validity: Using Confirmatory Factor Analysis (CFA), the results indicated that the Variance Inflation Factor (VIF) of all variables was less than 2.280, signifying that all items were within the allowable range. Additionally, the square root of the Average Variance Extracted (AVE) for each parameter was found to be greater than their respective correlation coefficients, thereby satisfying the Fornell and Larcker criteria (Fornell & Larcker, 1981) and confirming discriminant validity.

Reliability

Internal Consistency: The Composite Reliability (CR) values for the constructs ranged from 0.850 to 0.930, while Cronbach’s alpha values ranged from 0.766 to 0.902, indicating good internal consistency.

Factor Analysis

Confirmatory Factor Analysis: CFA was employed to validate the extracted elements before conducting the measurement using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS.

Instrument: Contactless Marketing Management–Measurement Model

Test Type: Original

Format: Items are rated along a five-point Likert scale, ranging from “strongly disagree” to “strongly agree.”

Language Available: English, Korean

Population Group: Human (Male, Female)

Age Group: Adulthood (18 yrs & older), Young Adulthood (18-29 yrs), Thirties (30-39 yrs)

Population Details:

• Location: South Korea

• Respondents: Consumers

Test Methodology: Test Validity, Discriminant Validity, Test Reliability, Internal Consistency, Factor Analysis, Confirmatory Factor Analysis, Measurement Model

Keywords

Brand Preferences, Consumer Behavior, Consumer Satisfaction, Customer Relationship Management, Fads and Fashions, Marketing, Behavioral Intention, Measurement Models, Consumer Measures

Authors

Author ORCID Identifier:

• Cho, Minjung: http://orcid.org/0000-0003-3932-5251

• Yun, Hyesu: No data is Available

• Ko, Eunju: No data is Available

Affiliation:

• Cho, Minjung: Yonsei University, Dept. of Clothing & Textiles

• Yun, Hyesu: Yonsei University, Dept. of Clothing & Textiles

• Ko, Eunju: Yonsei University, Dept. of Clothing & Textiles

Email Addresses:

• Cho, Minjung: [email protected]

• Yun, Hyesu: [email protected]

• Ko, Eunju: [email protected]

Correspondence Address:
Ko, Eunju: Yonsei University, Dept. of Clothing & Textiles, 50 Yonsei-ro, Seodaemun-gu, Seoul, Korea, Republic of, 03722, [email protected]

Permissions & Fee and Test Year

Permissions: May be used for Research/Teaching.
Commercial Use: No
Fee: No
Test Year: 2023

References

Cho, M., Yun, H., & Ko, E. (2023). Contactless marketing management of fashion brands in the digital age. European Management Journal, 41(4), 512–520. https://doi.org/10.1016/j.emj.2022.12.005

Items of the Contactless Marketing Management–Measurement Model

This is a 29-item measure. The constructs and subscales include:

• Entertainment

• Interaction

• Trendiness

• Customization

• Visual engagement

• Satisfaction

• Revisit intention

Contactless Marketing Management—Measurement Model

Entertainment

• Using the service is fun.

• I enjoy using the service.

• It is easy to kill time using the service.

• I do not feel bored while using the service.

• It is interesting to use the service.

Interaction

• It is easy to provide my opinion through the service.

• It is possible to access the service easily.

• I can use the service immediately.

• It is easy to use this service.

Trendiness

• Using the service is very trendy.

• The service provides up-to-date contents.

• I can get new information from this service.

Customization

• The service offers customized information.

• I feel that the service meets my personal needs.

• The service provides the information I want.

• The service provides information about products according to my preferences.

Visual Engagement

• I find the composition of the service harmonious.

• The service is visually appealing.

• The service looks professionally designed and well presented.

• The presentation of the service is vivid.

• The way of delivering the service is eye-catching.

Satisfaction

• I am content with the service.

• I am happy with the service.

• In general, I am satisfied with this service.

• My choice to use the service was a wise one.

Revisit Intention

• I will regularly use the service in the future.

• I will recommend the website to others.

• I will say positive things about the service.

• I will reuse the service in the future.

Note. All items are graded on a five-point Likert scale, with scores ranging from “strongly disagree” to “strongly agree.”