Poslovna izvrsnost, Vol. 17 No. 1, 2023.
Izvorni znanstveni članak
https://doi.org/10.22598/pi-be/2023.17.1.39
ADAPTING CONSUMER STYLE INVENTORY TO CULTURAL HERITAGE SITE VISITING CONTEXT
Sunčana Piri Rajh
orcid.org/0000-0001-7715-1518
; Ekonomski fakultet Zagreb, Sveučilište u Zagrebu, Hrvatska
Edo Rajh
; Ekonomski institut, Zagreb, Hrvatska
Sažetak
Purpose - The purpose of this study is to examine the applicability of the
Consumer Decision-Making Style (CDMS) theoretical framework in the context of
visiting cultural heritage sites and to adapt the original Consumer Style Inventory (CSI)
measurement instrument accordingly. Since adapted measurement instruments should be
tested for their psychometric properties before being applied in empirical studies, the aim
of this paper is to test an original Consumer Style Inventory in an observed research
context. Design/Methodology/Approach - The paper analyses the psychometric
properties of the modified measurement scale by assessing its reliability, convergent and
discriminant validity, and dimensionality. In accordance with previous recommendations
in the literature, a shortened version of the original CSI was proposed. Data were
collected from a sample of undergraduate and graduate students (n = 332). Exploratory
and confirmatory factor analysis methods and Cronbach's alpha coefficient were used in
the study. Findings and implications - This empirical study found that the adapted
measurement subscales (with the exception of the Impulsiveness subscale) had
satisfactory psychometric properties. The adapted measurement subscales have acceptable levels of reliability, convergent validity, and discriminant validity, and each of
the seven adapted subscales is unidimensional. The final measurement instrument
consists of seven original CDMS dimensions and includes eighteen items, which
facilitates the use of the adapted measurement scales in future empirical studies of
heritage site visitation. The adapted measurement instrument could also be used in future
professional market research projects conducted for practical marketing problems related
to heritage site visitation. Limitations - The limitations of the research that could affect
the generalizability of the research findings were discussed in terms of the sampling
procedure and data collection method, as well as the cultural setting in which the research
was conducted. In addition, the main implications of the adapted CSI measurement scale
are explained. Originality - By confirming the satisfactory psychometric properties of the
adapted CSI measurement instrument, this research study contributes to a more
comprehensive understanding of consumers' approach to heritage site selection, thus
expanding existing theoretical knowledge about consumers' decision-making styles in
different research contexts.
Ključne riječi
Consumer Style Inventory (CSI); consumer decision-making styles; cultural heritage sites; scale adaptation.
Hrčak ID:
304667
URI
Datum izdavanja:
26.6.2023.
Posjeta: 772 *