Children's Perceived Value: Conceptualization,Scale Development,and Validation |
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Affiliation: | 1. School of Marketing and International Business, Victoria University of Wellington, PO Box 600, Wellington, New Zealand;2. American University of Sharjah, School of Business Administration, PO Box 26666, Sharjah, United Arab Emirates |
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Abstract: | Perceived value among children is an important concept in consumer decisions, yet surprisingly no research has operationalized value for this consumer group. To address this omission, and following the guidelines of DeVellis (2016), this investigation reports the findings of a seven-stage process to develop a valid and reliable instrument for measuring perceived value among children aged 8–14 years. Value for children is conceptualized as a multidimensional construct capturing perceptions of what is received and what is given up, which differs from adult measures in terms of its composition and complexity. A 24-item scale is developed that shows internal consistency, reliability, construct validity, and nomological validity. We also demonstrate the validity of the new scale beyond an existing adult perceived value measure. Directions for future research and managerial implications of the new scale for studying children's consumer behavior are discussed. |
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Keywords: | Children Child consumers Perceived value Retail consumer behavior Retail strategy Scale development |
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