2023 4th International Conference on E-Commerce and Internet Technology (ECIT 2023)

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Research on the Internal Structure of Product Uncertainty and Scale Development

Authors
Mingfang Li1, Huan Peng1, *
1School of Economics and Management, Hebei University of Science and Technology, Shijiazhuang, China
*Corresponding author. Email: Penghuan159357@163.com
Corresponding Author
Huan Peng
Available Online 25 July 2023.
DOI
10.2991/978-94-6463-210-1_38How to use a DOI?
Keywords
online shopping uncertainty; product uncertainty; Scale development
Abstract

With the rapid development of platform-based e-commerce, shopping uncertainty and shopping risks due to information asymmetry in online shopping have increased, which has attracted widespread attention from academia and practice. This paper combines consumer behavior theory and transaction cost theory to explore the connotation and structure of product uncertainty, and develop and test measurement scales. Study 1 adopts a grounded theoretical method to explore the connotation and structure of product uncertainty. Based on exploratory factor analysis and confirmatory factor analysis, Study 2 clarifies three dimensions: product description uncertainty, product fitting uncertainty and product performance uncertainty. Affective dysregulation was used as the association standard, and the prediction validity of the scale was verified based on correlation analysis and regression analysis. This study provides a measurement tool and theoretical basis for the research on the uncertainty of consumer online shopping, which is of great significance for the strategy design of business enterprises.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
2023 4th International Conference on E-Commerce and Internet Technology (ECIT 2023)
Series
Atlantis Highlights in Engineering
Publication Date
25 July 2023
ISBN
978-94-6463-210-1
ISSN
2589-4943
DOI
10.2991/978-94-6463-210-1_38How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Mingfang Li
AU  - Huan Peng
PY  - 2023
DA  - 2023/07/25
TI  - Research on the Internal Structure of Product Uncertainty and Scale Development
BT  - 2023 4th International Conference on E-Commerce and Internet Technology (ECIT 2023)
PB  - Atlantis Press
SP  - 291
EP  - 296
SN  - 2589-4943
UR  - https://doi.org/10.2991/978-94-6463-210-1_38
DO  - 10.2991/978-94-6463-210-1_38
ID  - Li2023
ER  -