REFINEMENT AND VALIDATION OF SCALES FOR MEASURING PERCEIVED SOCIAL RISK, BUYING BEHAVIOUR AND RETAIL STORE CHOICE

Yıl 2017, Cilt: 9 Sayı: 2, 184 - 199, 01.06.2017

Pieter Van Schalkwyk Eugine Tafadzwa Maziriri Bakae Aubrey Mokoena

Öz

Since consumers frequently are uncertain about the consequences of their store and
purchase decisions, they frequently perceive a certain degree of risk when making
a retail store choice. The purpose of this study, was to refine and validate an
instrument for measuring perceived social risk, buying behaviour and retail store
choice for Generation Y female students in South Africa. The questionnaire was
developed by identifying perceived social risk, buying behaviour and retail store
choice indicators from the literature, generating corresponding items and pretesting
the tool with female students. Factor analysis (exploratory and confirmatory)
determined the validity of the questionnaire and the reliability was assessed using
Cronbach alpha coefficient measures of internal consistency. In light of the results,
the characteristics and multidimensional perspective of the variables appear to be
useful in advancing knowledge about perceived social risk and buying behaviour in
relation to retail store choice among Generation Y female university students.
Recommendations as well as limitations and avenues for future reach are alluded to.

Anahtar Kelimeler

Generation Y, Buying behaviour, Perceived social risk, Retail store choice