Developing a Measurement Instrument for Discerning Consumers’ E-commerce Purchase Perceptions
نویسندگان
چکیده
This paper describes the development and testing of a survey instrument that is useful in assessing different aspects that, when taken together, form the perceptions that retail consumers rely upon when making electronic commerce purchase decisions. The survey instrument is designed using proven market research techniques and knowledge of consumer behavior. This survey instrument is offered to the research community as a tool to conduct further research in the burgeoning e-commerce retail marketplace.
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