An exploratory study on the morphology and measurement of teleshopping trust: a scale development. (16th July 2019) - Bouhlel, Olfa
Trust in teleshopping requires more attention from researchers, especially as there is no instrument measuring it. The purpose of this study is the development of a quantitative instrument, the TTS. After a literature review about trust and teleshopping, the stages of Churchill's paradigm have been applied. The research design included three stages: a set of items generated on the basis of a qualitative exploratory study, a scale development, and an assessment of TTS psychometric properties. TTS was developed using a convenience national sample of 380 TV shoppers. Data has been collected via face-to-face interviews. Factor analysis has been used to uncover the underlying dimensions of TTS. The 19-item scale, scored by seven-point Likert-type response options, is a multidimensional construct. TTS shows robust psychometric properties and is expected to be useful for academics and practitioners alike. It can be beneficial to identify trust characteristics that can be used in teleshopping activity.