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Examining the validity and reliability of e-lifestyles scale in the Malaysian context: Preliminary results


Ahmad, Norzieiriani and Omar, Azizah and Ramayah, T. (2012) Examining the validity and reliability of e-lifestyles scale in the Malaysian context: Preliminary results. In: 3rd International Conference on Technology and Operations Management (ICTOM2012), 4th-6th July 2012 , Bandung, West Java, Indonesia . (Unpublished)

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Abstract

This study sought to construct and validate e-lifestyle scale that would capture for the online marketers a more holistic picture of people's lifestyles.Thus, the purpose of this study is to examine the goodness of measure (validity and reliability) of e-lifestyle scale based on Activities, Interests and Opinions (AIO).The respondents in this study are online shoppers who have purchased a product or service through online shopping.In this study, data collection was carried out via an online survey.Results of this study show that the 30 A10 items of the e-lifestyle scale were grouped into four distinct components.These components represented four principal factors that significantly influence and shape individual e-lifestyles. Findings of this study provide e-marketers with insights into how knowledge about lifestyle factors can be integrated into marketing and advertising strategies particularly in online shopping context.

Item Type: Conference or Workshop Item (Paper)
Additional Information: Organized by Institut Teknologi Bandung and Universiti Utara Malaysia
Uncontrolled Keywords: Lifestyles, Internet, e-Lifestyle, Online Shopping, A10
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: School of Business Management
Depositing User: Dr. Norzieiriani Ahmad
Date Deposited: 29 Aug 2012 01:00
Last Modified: 19 Apr 2016 01:59
URI: http://repo.uum.edu.my/id/eprint/5779

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