Antecedents and Outcomes of Purchase Justification in a Hedonic Online Context–Model Questionnaire

Abstract

The scale methodology presented here is derived from the **Antecedents and Outcomes of Nation Brand Love—Model** (Yadav, Paul, & Mittal, 2023), which was primarily developed to investigate the pivotal role of **nation brand experience** in bolstering a nation’s global standing and reputation, particularly within the context of increasing **globalization**. A robust Nation Brand Love is recognized as an essential asset for successfully attracting foreign investment and tourists, as well as enhancing the credibility of domestic brands.

This measurement model adapted items from established previous research, adjusting the language to precisely fit the context of nation branding and tourism. While the psychometric data relates to the Nation Brand Love model, the specific item constructs provided focus on measuring **Purchase Justification** and its antecedents (Evaluative Tangibility, Anticipatory Imagination) and outcomes (Customer Satisfaction, Customer Delight) in a hedonic online purchasing scenario. The validation study for the Nation Brand Love model collected data from foreign **tourists** visiting India, reporting strong factor structure, reliability, and validity.

Keywords

Nation Brand Love, Brand Experience, Brand Loyalty, Sensory Nation Brand Experience, Affective Nation Brand Experience, Behavioral Nation Brand Experience, Intellectual Nation Brand Experience, Word-of-Mouth (WOM), Brand Preferences, Consumer Attitudes, Consumer Behavior, Loyalty, Social Marketing, Tourism, Consumer Measures, Purchase Justification, Hedonic Consumption.

Authors

Yadav, Rohit, Paul, Justin, Mittal, Amit

Purpose

The core objective of the underlying measurement model (Nation Brand Love) is to quantitatively evaluate the relationships between key marketing constructs in a tourism context. Specifically, the scale assesses **nation brand love** and its capacity to act as a **mediator** within the framework of nation branding.

The model focuses on mediating the relationship between tourists’ overall **nation brand experiences** (comprising sensory, affective, behavioral, and intellectual dimensions) and critical outcomes such as **nation brand loyalty** and the generation of positive Word-of-Mouth (WOM) communication among travelers.

Construct

The original scale (Nation Brand Love Model) is a 21-item measure covering seven core constructs related to how tourists perceive and emotionally connect with a nation brand. These constructs cover the experiential components leading to brand love, and the subsequent behavioral outcomes.

The primary constructs measured include four dimensions of **Nation Brand Experience** (Sensory, Affective, Behavioral, and Intellectual), followed by the central mediating variable, **Nation Brand Love**. The ultimate dependent variables are **Nation Brand Loyalty** and positive **Word-of-Mouth** (WOM). The provided items for the Purchase Justification model focus on constructs such as **Evaluative Tangibility**, **Anticipatory Imagination**, and **Customer Delight** in online shopping.

Validity

The validation study provided strong evidence for both **Convergent Validity** and **Discriminant Validity**. Convergent validity was demonstrated by consistently high factor loadings, all exceeding the recommended threshold of 0.70. Furthermore, the **Average Variance Extracted** (AVE) values met the required criterion of 0.5 (Hair et al., 2010).

Discriminant validity was successfully established using the Fornell & Larcker (1981) criterion. This required that the **AVE** value for each individual construct must be greater than the squared multiple correlations between that construct and all other constructs in the model, a condition which was satisfied by the collected data.

Reliability

The internal consistency of the factors was rigorously evaluated using two key psychometric indicators: **Cronbach’s alpha** and **Composite Reliability** (CR) values. The results indicated acceptable to high levels of reliability across all factors.

Specifically, the calculated **Cronbach’s alpha** scores ranged from 0.661 to 0.849. The **Composite Reliability** (CR) values were uniformly high, ranging from 0.91 to 0.95 across the various factors, confirming strong internal consistency for the scale.

Factor Analysis

A **Confirmatory Factor Analysis** (CFA) was performed to test the proposed measurement model structure. The findings confirmed a good overall model fit, indicating that the hypothesized factor structure aligned well with the empirical data collected from the tourist sample.

Key model fit indices demonstrated acceptable scores: The chi-square (χ²) value was 192.4 with 90 degrees of freedom (df = 90). Other critical indices included a **Root Mean Square Error of Approximation** (RMSEA) of 0.059, a **Comparative Fit Index** (CFI) of 0.96, and a **Goodness of Fit Index** (GFI) of 0.95. These values collectively support the structural integrity of the measurement instrument.

Instrument

Test Type: Original

Format: The core instrument utilizes a five-point Likert scale, anchored by “strongly disagree (1)” and “strongly agree (5).” Note that the items specifically listed for the Purchase Justification model use 7-point scales (see Notes in Items section).

Language Available: English

Population Group: Human; Male; Female

Age Group: Adulthood (18 yrs & older); Young Adulthood (18-29 yrs); Thirties (30-39 yrs)

Population Details: The respondents in the Nation Brand Love validation study were foreign **tourists**, and data collection was specifically conducted in India.

Test Methodology: The methodology encompassed Test Validity (Convergent Validity, Discriminant Validity), Test Reliability (Internal Consistency), Factor Analysis (Confirmatory Factor Analysis), and Measurement Model evaluation.

Keywords

Nation Brand Love, Brand Loyalty, Tourism Marketing, Confirmatory Factor Analysis, Internal Consistency, Evaluative Tangibility, Anticipatory Imagination, Customer Satisfaction, Customer Delight, Share of Wallet.

Authors

Author ORCID Identifier:

• Yadav, Rohit: orcid.org/0000-0002-7573-8005

• Paul, Justin: orcid.org/0000-0001-5062-8371

• Mittal, Amit: orcid.org/0000-0002-1191-4620

Affiliation Email addresses:

• Yadav, Rohit: SGT University Faculty of Commerce and Management

• Paul, Justin: University of Puerto Rico Graduate School of Business

• Mittal, Amit: Chitkara University Chitkara Business School

Correspondence Address: Mittal, Amit: [email protected]

Permissions & Fee and Test Year

Permissions regarding the use of the scale should be directed to the Corresponding Author.

Fee: No

Commercial Use: No

Test Year: 2023

Reference’s

Yadav, R., Paul, J., & Mittal, A. (2023). Impact of nation brand experience on nation brand loyalty, and positive WOM in a changing environment: The role of nation brand love. International Marketing Review, 40(1), 28–48. doi.org/10.1108/IMR-05-2021-0173

Files: No file is available.

Items of the Antecedents and Outcomes of Purchase Justification in a Hedonic Online Context–Model Questionnaire

IMPORTANT: The following scale items must be preserved in their original language and must not be changed in any way.

Number of Items: This is a 21-item measure based on the original study’s total count, incorporating the following specific constructs related to hedonic online purchasing.

Factors and Subscales:

• Evaluative Tangibility

• Anticipatory Imagination

• Purchase Justification

• Customer Satisfaction

• Customer Delight

• Share of Wallet

Test Items Availability: No data is Available

Test Location: 2023-51167-002, Appendix, Page 48

Administration Method: Paper

Evaluative Tangibilityª:

• It was easy to judge the quality of my purchase without seeing it in person

• I could get a clear image of the product without seeing it in person

• It was easy to evaluate everything about this product without seeing it in person

Anticipatory Imaginationª:

• I could imagine what it would be like to wear this jewelry

• I could see my future self wearing this jewelry

• I could imagine this jewelry fitting my style

Purchase Justificationª:

• After I evaluated all of the alternatives, I think this was my best choice.

• Based on everything I evaluated about my purchase, I feel like this was my best decision.

• After reviewing all my options I feel positive this was the best pick for me.

Customer Satisfaction:

• To what extent did you feel ______ because of your online purchase at XXX – Dissatisfied/Satisfied

• To what extent did you feel ______ because of your online purchase at XXX – Unpleasant/Pleasant

• To what extent did you feel ______ because of your online purchase at XXX – Not Content/Content

Customer Delightᵇ:

• To what extent did you feel ______ because of your purchase at XXX – Delighted

• To what extent did you feel ______ because of your purchase at XXX – Gleeful

• To what extent did you feel ______ because of your purchase at XXX – Elated

Share of Wallet

• Can you give an indication of what percentage of your total expenditures on (product category) you spent this year at Retailer

Note:

• ª = 7-point: strongly disagree—strongly agree; ᵇ = 7-point: never—always.

• ᵇ = 7-point single-item measure with scale points from dramatically worsening to dramatically improving.