Measuring online consumer behavior: scale development & validation

The purpose of this paper is to measure online consumer behavior in Saudi Arabian context. The study has identified 7 factors like Web Atmosphere, E-Retailors Image, attitude, Trust, Situational factors, social factors and cultural factors which have a significant influence on the online consumer behavior. These seven factors have been measured using 35 statements. The scale developed has shown strong internal consistency, reliability and has remained consistent across different samples. The findings have revealed that web atmosphere is one of the most dominant factors along with the E-Retailors image and cultural factor have emerged out to be least significant factor. The main contribution of this study lies in validating a divergent scale measuring online consumer behavior. The findings of this study have important implications both for the academia and practitioners. The limitations and directions for future research are also discussed.