This scale measures how quickly and easily a consumer was able to gather information needed to make a purchase decision. Harz, Hohenberg, and Homburg (2022) used it in a laboratory experiment examining virtual reality's role in prelaunch product forecasting.
7-point Likert-type scale (anchors not stated)
Full scale items shown. Always cite the original source when using this scale in research.
Composite reliability was strong (CR = .88; Harz, Hohenberg, and Homburg 2022, p. 171). A confirmatory factor analysis supported the scale's discriminant validity against twelve other multi-item measures in the study, with an AVE of .72. Although the authors cited an earlier infomercial-shopper convenience measure, there is little item overlap; the scale appears to have been created by drawing key terms from a range of existing convenience measures rather than reusing any one directly. The blank should be filled with a name for the focal information source or shopping tool.
Harz, Nathalie, Sebastian Hohenberg, and Christian Homburg (2022), "Virtual Reality in New Product Development: Insights from Prelaunch Sales Forecasting for Durables," Journal of Marketing, 86 (3), 157-179.
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