Measuring Consumer Alienation in the Digital Market: Scale Development and Validation

Abstract

This study re-evaluates the concept of consumer alienation in the context of the digital marketplace. With the transformation brought about by the Fourth Industrial Revolution, traditional views on consumer alienation, which emphasize a psychological state of market isolation, require updating. The digital era, characterized by advanced technologies and personalized consumer experiences, presents new challenges, such as privacy concerns and the automation of human labor, potentially leading to novel forms of alienation. This study aims to develop a new scale for measuring consumer alienation in the digital age through consumer interviews and statistical validation. By identifying and understanding this new alienation phenomenon, this study contributes to the theoretical and practical aspects of consumer alienation, offering insights for consumer businesses and policymakers.