Developing a Measure for Online Shopping Mall Reputation (OSMR)

This study was conducted with the purpose of developing and validating multidimensional reputation criteria for evaluating online shopping malls, which have been growing explosively since start COVID-19 pandemic. A Delphi a group 31 professionals, initial items mall were derived from that study. Those used to devise questionnaire administered 531 consumers. Exploratory confirmatory factor analysis resulted in 17 based on four factors: reliability, technical skills, customer service, accessibility. Convergent discriminant validity verified between factors. Finally, structural equation modeling verify nomological scale. scale is expected provide standard companies effectively manage reputations malls future consumers choose they can trust.