Issues and Advances In International Marketing Research

Emerald Group Publishing Limited
September 22, 2006
112 Pages - SKU: ED1373580
License type:
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Countries covered: Global

Issues and Advances In International Marketing Research

 
This theme has been selected because, despite progress and methodological advancements, liberalising markets and technology impacts prompt for even more methodological and conceptual rigour when conducting research across borders. It has been argued that market dynamics and global competitive pressures create new challenges for researchers and companies and call for a diversification of research methods. International marketing research is challenged because the process of globalisation represents a powerful external trigger specifically for cross-national research, and also because of the methodological problems that arise from the complexity of international studies. It is therefore the aim of this e-book to address some of these difficulties; particularly in regards to quantitative research.

Purpose - The links between quality and customer satisfaction, retention and loyalty in offline retail settings are well established. It therefore seems fair to posit that quality will also be a determinant of online retailer success. This assumption motivated Wolfinbarger and Gilly to develop a scale for the measurement of “eTail quality”. The paper’s purpose is to validate that scale.

Design/methodology/approach - The study investigates the equivalence of the eTailQ scale across different product categories in three countries. Tests for both conceptual and psychometric equivalence are conducted.

Findings - Findings suggest that eTailQ exhibits conceptual equivalence. It also exhibits psychometric equivalence by providing acceptable levels of reliability, variance extracted and both discriminant and nomological validity.

Originality/value - eTailQ can be used with confidence by online goods and service retailers in English speaking countries outside the USA.


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