Development and Validation of the Customer Value Scale for Meal-Sharing Service

Understanding customers’ purchase intentions toward meal-sharing is critical for market expansion. The purpose of this study is to develop and validate a scale based on customer perceived value for measuring customers’ purchase intentions toward meal-sharing. This study analyzed 252 favorable reviews using a feature selection approach that derived seven attributes of customer recommendations. Customer perceived value measurement would be developed from the seven attributes. To explore and confirm the structure of measurements, exploratory factor analysis, and second-order confirmatory factor analysis were used. Using the random sampling method, the 437 respondents were asked to answer a researcher-made questionnaire. A structural equation modeling approach was used to test the hypotheses. Results showed that the multi-dimensional scale known as customer value scale (CVS) had good validity and reliability. The structural model confirmed that both utilitarian and hedonic values positively influenced consumers’ meal-sharing purchase intentions. Findings can be used as a reference tool for managers to evaluate and promote meal-sharing services.