| Summary: | 碩士 === 義守大學 === 企業管理學系碩士班 === 99 === With the proliferation of the Internet, the way to shop online has become a fashion style for consumers. It is shown that the frequency of network compulsive behavior is getting increasing because of the convenient and the advantages of online shopping. In addition, lots of research has been devoted to examine the issue of compulsive buying on traditional stores as well as the development of scales for measuring compulsive buying behavior, little research has been focused on the development of the scales for measuring online compulsive buying to uncover this issue.
The purpose of this study is to shed light on the online compulsive buying intention to contribute to the academic and practices for its value. We try to understand and analyze the characteristics for the consumers. Through the literature review, a total of 35 items were generated. According to the scale development procedure s suggested by Churchill, Cronbach’s α, exploratory factor analysis (EFA), and Confirmation Factor Analysis (CFA) were employed to analyze the scales. Finally, a revision containing 28 items for measuring network compulsive buying is generated. The measurement scale contains of five constructs, namely tendency to spend, feelings about shopping and spending, dysfunctional spending, post purchase guilt, and compulsive Internet use. This rigorous two-stage scale development step is to provide good reliability and validity for this measurement scales. We hope this scale can provide practitioners, researchers, social psychologists, and marketers for understanding the characteristics of consumer groups and providing a more efficiency market for online shopping consumers.
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