Purchase Likelihood from Online Retailer

What it measures

Measures a consumer's stated likelihood of purchasing a specific product or brand from a particular retailer, conditional on being in the market for that product. Used across three studies in research on psychological distance and trust in unfamiliar online retailers, with undergraduate business students. Two blanks appear in each item — the first for the product/brand name, the second for the retailer name. Inspired by Zeithaml, Berry, and Parasuraman (1996).

Response format

9-point Likert (likely strongly disagree/strongly agree; anchors not stated)

Scale items

• If I was purchasing _____, I would purchase from __________.
• If I was going to buy _____, I would consider buying from __________.
• If someone asked me, I would say that it was likely that I would buy _____ from __________.

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

Usage notes & scoring

Insert product/brand name in first blank and retailer name in second blank of each item. Response scale described as Likert-type (Darke et al. 2016, pp. 290–291); anchors not stated but strongly disagree/strongly agree are likely. Construct reliability = .92–.93 across studies. CFA confirmed convergent and discriminant validity. Conceptually inspired by Zeithaml, Berry, & Parasuraman (1996), Journal of Marketing, 60 (April), 31–46.

Recommended companion scales

Citation

Darke, P.R., Brady, M.K., Benedicktus, R.L., & Wilson, A.E. (2016). Feeling close from afar: The role of psychological distance in offsetting distrust in unfamiliar online retailers. Journal of Retailing, 92(3), 287–299.

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