Customer Non-Transactional Values Measure

Abstract

The Customer Non-Transactional Values Measure (Shin & Perdue, 2023) is a 15-item scale designed to assess non-transactional values generated through customer engagement behaviors within the context of online hotel brand communities. This measure addresses a gap in tourism research concerning online engagement that specifically focuses on non-transactional values. The development of this measure involved a comprehensive literature review (Shin & Perdue, 2021; Baldus, Voorhees, & Calantone 2015; Chen et al. 2018; Kumar & Pansari 2016; Ranjan & Read 2016; So, King, & Sparks 2014) to generate an initial list of 38 items covering five types of engagement behaviors related to non-transactional value. Content adequacy was assessed following the procedures outlined by Hinkin, Tracey, and Enz (1997). The measure was administered online to members of the Marriott Bonvoy Insider Community. Through exploratory and confirmatory factor analysis, a second-order 4-factor model was identified, retaining 15 items. The measure demonstrated good internal consistency, convergent validity, discriminant validity, and nomological validity.

Keywords

Customer to Business Innovation Value; Customer Online Engagement Behaviors; Customer Value; Functional Value; Influential Experience Value; Non-Transactional Values; Online Brand Community; Relational Value; Consumer Attitudes; Consumer Behavior; Tourism; Online Community; Online Behavior; Consumer Measures

Authors

Shin, Hakseung; Perdue, Richard R.

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Purpose

The primary purpose of this measure is to assess customer non-transactional values created through online engagement behaviors.

Validity

Nomological Validity: Using structural equation modeling (SEM), the findings indicated that intrinsic motivation positively influenced all engagement behaviors contributing to non-transactional values, specifically for influential experience value, C-to-B innovation value, relational value, and functional value. Regarding extrinsic motivation, a significant and positive impact on engagement behaviors for functional value was observed. Significant and positive impacts of engagement behaviors for C-to-B innovation value, relational value, and functional value on brand attachment were found. Furthermore, significant and positive impacts of engagement behaviors for influential and experience value and C-to-B innovation value on brand loyalty were established.

Convergent and Discriminant Validity: The Average Variance Extracted (AVE) values for each construct exceeded 0.5, ranging from 0.66 to 0.74. Additionally, the AVE for each construct was greater than the squared correlation of that construct with other constructs, providing evidence for both convergent and discriminant validity.

Reliability

Internal Consistency: Cronbach’s alpha (𝛼) coefficients for each construct ranged from 0.84 to 0.92, indicating strong internal consistency. All standardized factor loadings were greater than 0.6 (p < .001), ranging from 0.62 to 0.91. The composite reliabilities (CR) for all four constructs were greater than 0.7, ranging from 0.85 to 0.92, further supporting the reliability of the measure.

Factor Analysis

Exploratory Factor Analysis (EFA): EFA was conducted using principal component extraction and varimax rotation. Four constructs (factors) with an eigenvalue greater than 1.0 were identified (Hair et al. 1998). These four factors collectively accounted for 75.9% of the total variance. Items with low factor loadings (< 0.5), those with cross-loadings that negatively affected scale dimensionality, and items that negatively impacted reliability were systematically removed. A final principal factor analysis of the reduced set of 22 items revealed a clear four-factor pattern that explained 78.3% of the total variance.

Confirmatory Factor Analysis (CFA): Two constructs were merged, leading to a 15-item measure. The final model provided evidence for a second-order factor model with covariance among the four latent variables. The model demonstrated acceptable fit indices: χ² = 220.632, p < .001, CFI = 0.946, TLI = 0.935, SRMR = 0.052, RMSEA = 0.088.

Instrument: Customer Non-Transactional Values Measure

Test Type: Original
Format: Inventory/Questionnaire
Language Available: English
Population Group: Human (Male; Female)
Age Group: Adulthood (18 years & older); Young Adulthood (18-29 years); Thirties (30-39 years); Middle Age (40-64 years); Aged (65 years & older)
Population Details: Respondents were members of the Marriott Bonvoy Insider Brand Community.
Test Methodology: Test Validity; Content Validity; Convergent Validity; Discriminant Validity; Nomological Validity; Test Reliability; Internal Consistency; Factor Analysis; Confirmatory Factor Analysis; Exploratory Factor Analysis; Structural Equation Modeling.
Number of Items: This measure consists of 15 items.
Factors and Subscales:

• Influential-experience Value

• Customer to Business (C-to-B) Innovation Value

• Relational Value

• Functional Value

Keywords

Customer to Business Innovation Value; Customer Online Engagement Behaviors; Customer Value; Functional Value; Influential Experience Value; Non-Transactional Values; Online Brand Community; Relational Value

Authors

Shin, Hakseung

• Author ORCID Identifier: http://orcid.org/0000-0002-9209-7430

• Affiliation: Hanyang University College of Social Science, Department of Tourism

• Email Address: [email protected]

• Correspondence Address: Hanyang University, College of Social Science, Department of Tourism, 222, Wangsimni-ro, Seongdong-gu, Seoul, Korea, Republic of, 04763

Perdue, Richard R.

• Affiliation: Virginia Tech, Pamplin College of Business Howard Feiertag Department of Hospitality and Tourism Management

Permissions & Fee and Test Year

Permissions: Contact Corresponding Author
Commercial: No
Fee: No
Test Year: 2023

References

Shin, H., & Perdue, R. R. (2023). Developing a multi-dimensional measure of hotel brand customers’ online engagement behaviors to capture non-transactional value. Journal of Travel Research, 62(3), 593–609. https://doi.org/10.1177/00472875211073618

Items of the Customer Non-Transactional Values Measure

No data is Available.