Cross-Channel Review Confidence

What it measures

This scale measures how much confidence a shopper draws from other customers' reviews of a retailer across multiple information channels. Rahman and colleagues (2022) developed the measure as part of a larger, multi-phase project modeling perceived omnichannel customer experience.

Response format

7-point scale (strongly agree to strongly disagree, with neither agree nor disagree as the midpoint)

Scale items

• Customer reviews of _____ across all channels are accurate.
• Customer reviews across _____'s channels make me feel confident to buy from it.
• Online posts by other customers make me feel confident to buy from _____.
• Customer reviews of _____ across all channels are trustworthy.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Construct reliability ranged from .885 (Study 5) to .92 (Studies 2 and 3; Rahman et al. 2022, p. 623; Web Appendix, p. 40). The scale showed support for content, nomological, discriminant, and predictive validity across the authors' studies. Fill each blank with the name of the focal retailer.

Citation

Rahman, Syed Mahmudur, Jamie Carlson, Siegfried P. Gudergan, Martin Wetzels, and Dhruv Grewal (2022), "Perceived Omnichannel Customer Experience (OCX): Concept, Measurement, and Impact," Journal of Retailing, 98 (4), 611-632.

Keywords

More Retail & Shopper Psychology scales

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• Retail Employee Competence2002 · 3 items
• Willingness to Provide Information2020 · 3 items
• Usefulness of the Employee's Information2021 · 3 items
• Trust in the Retailer2020 · 5 items
• Subjective Knowledge of the Product Class (Before Entering Store)2021 · 3 items