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Home arrow Engineering arrow Measuring Electronic Word-of-Mouth Effectiveness: Developing and Applying the eWOM Trust Scale

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Validity Stage

According to pivotal scale development literature, the collection of additional data to enable the cross-validation of the findings of the reliability stage, to refine the items and to finalize the scale is an imperative (DeVellis, 2012; MacKenzie et al., 2011; Netemeyer et al., 2003). Therefore, in the main study (study 4) a new data set was collected using a representative sample of adult online consumers. This single study, even though its purpose was to assess multiple aspects of validity, was not enough to confidently infer construct validity. Accordingly, a series of supplemental studies (studies 5a-i) was conducted which enabled this research to evaluate multiple applications of the new study over different samples and over time. This research assumes that this procedure satisfies the demands typically raised in scale development literature (Hildebrandt & Temme, 2006). By collecting various data sets, this study was also able to execute extra reliability and validity/generalizability checks. Conducting numerous studies for deriving and examining a new measure, as has been done in this thesis, is quite common in scale development research (e.g., Netemeyer et al., 1996). In the remainder of this 186

section, the survey contents and the data collection procedures of the alternative studies are presented.

 
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