Interpersonal Communication in the Consumer Socialization Process: Scale Development and Validation

In this study, the development and validation of a scale to measure socialization agent (family and peer) interpersonal communication regarding particular shopping channels (mall and Internet) is described. A brief overview of consumer socialization (Moschis and Churchill 1978) is given, including t...

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Bibliographic Details
Published in:Journal of marketing theory and practice 2007-01, Vol.15 (1), p.25-39
Main Authors: Lueg, Jason E., Finney, R. Zachary
Format: Article
Language:English
Subjects:
Adolescents
Children & youth
Communication models
Consumer behavior
Consumer research
Consumers
Consumption
Families & family life
Influence
Internet
Interpersonal communication
Learning
Marketing
Peers
Regression analysis
Retail stores
Shopping
Shopping malls
Social interaction
Socialization
Studies
Teenagers
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Summary:In this study, the development and validation of a scale to measure socialization agent (family and peer) interpersonal communication regarding particular shopping channels (mall and Internet) is described. A brief overview of consumer socialization (Moschis and Churchill 1978) is given, including the role of interpersonal communication in this process. Next, a scale is developed and tested on a sample of 1,258 high school students. Evidence of reliability and convergent and discriminant validity is provided. In addition, validity is established relative to time spent shopping and future intentions to shop a particular channel. Implications, limitations, and directions for future research are discussed.
ISSN:1069-6679
1944-7175
DOI:10.2753/MTP1069-6679150102