Validating a Conceptual Model of Online Shopping Experience for Brazilian Customers
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Data de Publicação: | 2016 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/12149 |
Resumo: | This study aims to validate the Online Customer Experience framework (Rose et al., 2012), which measures the shopping experience in digital environments, with brazilian customers. For that, was used the theoretical approach on Online Customer Experience (OCE), with brief background of the structural model and validation criteria for the same. The research methodology was based on a sample estimated by partial least squares (PLS) 220 consumers online. To collect data, we used a questionnaire with 61 items relating to latent variables that make up the model. The results were submitted to theConfirmatory Factor Analysis (CFA) to validate the structure, achieving satisfactory results in reliability criteria (factor loadings greater than 0.7 to Cronbachs alpha and Composite Reliability), convergent validity (charges between 0.53 and 1.00) and discriminant validity (with higher VME correlations in all latent variables). Thus, the results indicate that the framework was validated for brazilian customers, adding relevance to the proposed measurement of the OCE in the reality of Brazil through the model used. |
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Validating a Conceptual Model of Online Shopping Experience for Brazilian CustomersValidação de um Modelo Conceitual de Experiência de Compra Online para Consumidores BrasileirosShopping experience; E-commerce; Model Validation; reliability; Confirmatory Factor Analysis.Experiência de Compra; Comércio Eletrônico; Validação de Modelo; Confiabilidade; Análise Fatorial ConfirmatóriaThis study aims to validate the Online Customer Experience framework (Rose et al., 2012), which measures the shopping experience in digital environments, with brazilian customers. For that, was used the theoretical approach on Online Customer Experience (OCE), with brief background of the structural model and validation criteria for the same. The research methodology was based on a sample estimated by partial least squares (PLS) 220 consumers online. To collect data, we used a questionnaire with 61 items relating to latent variables that make up the model. The results were submitted to theConfirmatory Factor Analysis (CFA) to validate the structure, achieving satisfactory results in reliability criteria (factor loadings greater than 0.7 to Cronbachs alpha and Composite Reliability), convergent validity (charges between 0.53 and 1.00) and discriminant validity (with higher VME correlations in all latent variables). Thus, the results indicate that the framework was validated for brazilian customers, adding relevance to the proposed measurement of the OCE in the reality of Brazil through the model used.O presente estudo objetiva validar o Modelo Conceitual de Experincia de Compra Online (Rose et al., 2012), que mensura a experincia de compra em ambientes digitais, dentro da realidade do comrcio eletrnico nacional. Para tanto foi abordado referencial terico sobre Online Customer Experience (OCE), com breve contextualizao do modelo estrutural e dos critrios de validao para o mesmo. A metodologia de pesquisa baseou-se em uma amostra estimada por mnimos quadrados parciais (PLS) de 220 consumidores online. Para a coleta de dados, utilizou-se um questionrio com 61 itens referentes s variveis latentes que compem o modelo. Os resultados obtidos foram submetidos Anlise Fatorial Confirmatria (AFC) para validao da estrutura, alcanando resultados satisfatrios nos critrios de confiabilidade, (cargas fatoriais superiores a 0,7 para alfa de Cronbach e Confiabilidade Composta), validade convergente (cargas entre 0,53 e 1,00) e validade discriminante (com VME superior as correlaes em todas as variveis latentes). Deste modo, os resultados indicam que a estrutura foi validada para consumidores brasileiros, agregando relevncia proposta de mensurao da OCE na realidade do Brasil atravs do modelo utilizado.Universidade Nove de Julho - Uninove2016-11-30info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1214910.5585/remark.v15i4.3407ReMark - Revista Brasileira de Marketing; v. 15, n. 4 (2016): Edição Especial - Encontro de Marketing (EMA); 524-5392177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12149/5794Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessQueiroz, Larissa Soares deBergamo, Fábio Vinicius de MacedoMelo, Jezreel Santos de2019-02-19T17:40:19Zoai:https://periodicos.uninove.br:article/12149Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-02-19T17:40:19REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
Validating a Conceptual Model of Online Shopping Experience for Brazilian Customers Validação de um Modelo Conceitual de Experiência de Compra Online para Consumidores Brasileiros |
title |
Validating a Conceptual Model of Online Shopping Experience for Brazilian Customers |
spellingShingle |
Validating a Conceptual Model of Online Shopping Experience for Brazilian Customers Queiroz, Larissa Soares de Shopping experience; E-commerce; Model Validation; reliability; Confirmatory Factor Analysis. Experiência de Compra; Comércio Eletrônico; Validação de Modelo; Confiabilidade; Análise Fatorial Confirmatória |
title_short |
Validating a Conceptual Model of Online Shopping Experience for Brazilian Customers |
title_full |
Validating a Conceptual Model of Online Shopping Experience for Brazilian Customers |
title_fullStr |
Validating a Conceptual Model of Online Shopping Experience for Brazilian Customers |
title_full_unstemmed |
Validating a Conceptual Model of Online Shopping Experience for Brazilian Customers |
title_sort |
Validating a Conceptual Model of Online Shopping Experience for Brazilian Customers |
author |
Queiroz, Larissa Soares de |
author_facet |
Queiroz, Larissa Soares de Bergamo, Fábio Vinicius de Macedo Melo, Jezreel Santos de |
author_role |
author |
author2 |
Bergamo, Fábio Vinicius de Macedo Melo, Jezreel Santos de |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Queiroz, Larissa Soares de Bergamo, Fábio Vinicius de Macedo Melo, Jezreel Santos de |
dc.subject.por.fl_str_mv |
Shopping experience; E-commerce; Model Validation; reliability; Confirmatory Factor Analysis. Experiência de Compra; Comércio Eletrônico; Validação de Modelo; Confiabilidade; Análise Fatorial Confirmatória |
topic |
Shopping experience; E-commerce; Model Validation; reliability; Confirmatory Factor Analysis. Experiência de Compra; Comércio Eletrônico; Validação de Modelo; Confiabilidade; Análise Fatorial Confirmatória |
description |
This study aims to validate the Online Customer Experience framework (Rose et al., 2012), which measures the shopping experience in digital environments, with brazilian customers. For that, was used the theoretical approach on Online Customer Experience (OCE), with brief background of the structural model and validation criteria for the same. The research methodology was based on a sample estimated by partial least squares (PLS) 220 consumers online. To collect data, we used a questionnaire with 61 items relating to latent variables that make up the model. The results were submitted to theConfirmatory Factor Analysis (CFA) to validate the structure, achieving satisfactory results in reliability criteria (factor loadings greater than 0.7 to Cronbachs alpha and Composite Reliability), convergent validity (charges between 0.53 and 1.00) and discriminant validity (with higher VME correlations in all latent variables). Thus, the results indicate that the framework was validated for brazilian customers, adding relevance to the proposed measurement of the OCE in the reality of Brazil through the model used. |
publishDate |
2016 |
dc.date.none.fl_str_mv |
2016-11-30 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por Pares Peer-reviewed Article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12149 10.5585/remark.v15i4.3407 |
url |
https://periodicos.uninove.br/remark/article/view/12149 |
identifier_str_mv |
10.5585/remark.v15i4.3407 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12149/5794 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 15, n. 4 (2016): Edição Especial - Encontro de Marketing (EMA); 524-539 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
_version_ |
1799138642624512000 |