Interpersonal communication in the consumer socialization process: Scale development and validation

Abstract

In this study, the development and validition 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 addition, 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. © 2007 M.E. Sharpe, Inc. All rights reserved.