Development and validation of omni- channel shopping value scale in Iran

Purpose Today, the transition of retailers from multi-channel and cross-channel to omni-channel has become a necessity. Customers’ perceived shopping value is also one of the most important factors for retailers’ success. Therefore, the purpose of this paper is to develop and validate the omni-channel shopping value scale. Design/methodology/approach Based on 40 interviews ( X = 18, Y = 22) and a literature review, items were generated for shopping value dimensions (utilitarian, hedonic and social) at four touchpoints. Then exploratory factor analysis was performed for scale purification ( n = 562). Confirmatory factor analysis (CFA) was performed ( n = 528) for initial scale validation. A second CFA was conducted to validate the final scale ( n = 302). To check the nomological validity of the scale, the effect of omni-channel shopping value on customer engagement ( n = 455) was investigated in both generations. Findings According to the results of the qualitative study, 73 items were identified. Based on the results of exploratory and CFA, nine components (50 items) were extracted and confirmed: utilitarian, hedonic and social shopping values for offline touchpoint and utilitarian and hedonic shopping values for online, application and social networks touchpoints. The results of nomological validity of the scale confirmed the effect of omni-channel shopping value on customer engagement in both generations. Originality/value To the best of the authors’ knowledge, this study is the first attempt to develop and validate an omni-channel shopping value scale based on customers’ shopping experiences with omni-channel brands. Therefore, this study provides a useful tool for researchers and marketing managers to measure omni-channel shopping value.