Determining optimal scales in studies of JPSSM

Typically, when using existing scales, researchers conduct a confirmatory factor analysis and estimate reliability indices such as Cronbach alpha. Results are then used to select items that are subsequently incorporated in models. However, this process is inefficient as results from several studies consistently indicate that certain factors have low factor loadings. This study addressed this issue by investigating key psychometric properties of scales frequently used in sales. It estimated average factor loading and Cronbach alpha for the scales of all empirical studies published in JPSSM over a 30-year period and proposed optimal scales with high reliability and an adequate number of items. Users can choose optimal scale items that fit their specific research needs without worrying about issues of reliability and scale length.