Website Innovativeness: Development and Validation of the Measure

The main objective of the research was to develop a website innovativeness (WSI) measurement scale. Following Churchill (1979), a literature review was performed to define the WSI concept and generate measurement items. Additional items were also generated following thirteen individual interviews with consumers. Next, expert judges were used to purify the scale, which was then used in a large scale data collection (n=278). Two factors, novelty and appropriateness, emerged for the exploratory factor analysis. The proposed WSI measurement scale, in addition to being reliable, showed some evidence of content, discriminant, and construct validity. Based on these findings, theoretical and managerial implications are discussed.


Edith Tremblay, Anik St-Onge, Jean-François Ouellet, and Sylvain Senecal (2009) ,"Website Innovativeness: Development and Validation of the Measure", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 144-146.


Edith Tremblay, Yellow Pages Group, Canada
Anik St-Onge, UQAM, Canada
Jean-François Ouellet, HEC Montreal, Canada
Sylvain Senecal, HEC Montreal, Canada


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

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