Interpersonal Communication in the Consumer Socialization Process: Scale Development and Validation
- ISSN: 1069-6679
- DOI: 10.2753/MTP1069-6679150102
In this study, the development and validation of a scale to measure socialization agent (family and peer) interpersonal communication regarding particular shopping channels (mall and Internet) is described. A brief overview of consumer socialization (Moschis and Churchill 1978) is given, including the role of interpersonal communication in this process. Next, a scale is developed and tested on a sample of 1,258 high school students. Evidence of reliability and convergent and discriminant validity is provided. In ad- dition, validity is established relative to time spent shopping and future intentions to shop a particular channel. Implications, limitations, and directions for future research are discussed.