Reliability and validity of instruments measuringindividual lifestyle scale

Abstract

This paper aims to identify the individual lifestyle measurement (validity and reliability) based on three types of online shoppers’ lifestylefactors; time-oriented lifestyle, price oriented lifestyle and net oriented lifestyle. The selected respondents of this study are online shoppers who have purchased products and services at online shopping website. The data was carried out via mall intercept technique. Result of the study shows that 15 items of online shoppers’ lifestyle scales were grouped into three distinct constructs. This constructs represented three types of online shopper’s lifestyle. Findings of this study will benefit to online sellers in order to develop marketing strategy regarding individuals’ lifestyle factors, especially to those who focusing on the online shopping context.