Smartphone In-store Usage for Product Information

What it measures

The scale captures how much a shopper uses their smartphone in-store specifically to look up product information, complementing its brand-information companion.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• a price comparator
• a brand ranking
• the websites of several brands
• the offer of a website such as _____
• blog reviews on _____ brands in general

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

Usage notes & scoring

A companion to the Brand Information version above, from the same study by Desmichel and Kocher (2020) and the same participant sample. Reliability was good (α = .87). Validity wasn't separately discussed.

Recommended companion scales

Citation

Desmichel, P., Desmichel, P.C., & Kocher, P.A.B. (2020). Luxury Single- versus Multi-Brand Stores: The Effect of Consumers’ Hedonic Goals on Brand Comparisons. Journal of Retailing, 96(2), 203-219.

Keywords