Contactless Marketing Management – Measurement Model Inventory

Abstract

The Contactless Marketing Management—Measurement Model (Cho, Yun, & Ko, 2023) is a 29-item scale developed to investigate the psychological effects of technology-supported contactless marketing efforts on consumer outcomes. The development focused specifically on quantifying young consumers’ perceptions of contactless activities deployed by fashion brands. The measure assesses how factors like entertainment and customization influence subsequent consumer satisfaction and future revisit intention. The instrument was validated using an online survey administered to a representative sample of Korean consumers, demonstrating strong psychometric properties, including high reliability and robust discriminant validity.

Keywords

Attitudes toward Contactless Marketing Management, Customization, Entertainment, Fashion Brands, Interaction, Measurement Model, Revisit Intention, Satisfaction, Trendiness, Visual Engagement, Consumer Behavior, Digital Marketing.

Authors

Cho, Minjung, Yun, Hyesu, Ko, Eunju

Purpose

The primary purpose of this measurement model is to provide a standardized, empirically validated tool for assessing how young consumers perceive and respond to technology-driven contactless marketing strategies employed by fashion brands. This instrument helps researchers and practitioners isolate the specific dimensions of the contactless experience (e.g., trendiness, visual appeal) that are most critical in fostering positive consumer attitudes.

The model is designed to facilitate the assessment of structural relationships, specifically evaluating the causal chain from consumers’ perception of technology-supported contactless marketing activities to their ultimate behavioral outcomes, such as loyalty and repurchase intent.

Construct

The 29-item scale measures seven distinct psychological constructs related to the evaluation and impact of contactless marketing experiences. These constructs capture both the perceived quality of the technological interaction and the resulting consumer attitudes and intentions.

The measured latent variables include five key predictors of the marketing effectiveness: Entertainment (the degree of enjoyment experienced), Interaction (ease of use and accessibility), Trendiness (perceived modernity and up-to-date content), Customization (relevance to personal needs), and Visual Engagement (aesthetic appeal). The two primary outcome variables measured are Satisfaction and Revisit Intention (a key component of behavioral intention).

Validity

The validity of the measure was established through rigorous statistical testing, focusing particularly on discriminant validity using Confirmatory Factor Analysis (CFA). The results indicated strong evidence of discriminant validity, ensuring that each construct measured a unique aspect of the contactless marketing experience.

Specifically, the Variance Inflation Factor (VIF) for all variables was found to be less than 2.280, confirming that multicollinearity was not a concern. Furthermore, the measure satisfied the stringent Fornell and Larcker criteria (1981), as the square root of the Average Variance Extracted (AVE) for each parameter was greater than the respective correlation coefficients between the constructs.

Reliability

The internal consistency of the Contactless Marketing Management—Measurement Model was assessed using two standard reliability coefficients: Composite Reliability (CR) and Cronbach’s alpha.

The Composite Reliability (CR) values for the constructs ranged from 0.850 to 0.930. These high values confirm that the items within each construct measure the same latent variable consistently. Similarly, the Cronbach’s alpha values, ranging from 0.766 to 0.902, exceeded the generally accepted threshold of 0.70, indicating excellent internal consistency across all dimensions of the scale.

Factor Analysis

The factor structure of the scale was validated using advanced structural equation modeling techniques. Confirmatory Factor Analysis (CFA) was initially employed to confirm that the extracted elements aligned with the theoretical structure of the measurement model prior to testing relationships.

The subsequent structural relationships between the constructs were tested using Partial Least Squares Structural Equation Modeling (PLS-SEM), utilizing the SmartPLS software. This methodology allowed for the simultaneous testing of the measurement model and the structural model, confirming the hypothesized links between contactless marketing characteristics and consumer outcomes.

Instrument

Test Type: Original

Format: Items are rated along a five-point Likert scale, ranging from “strongly disagree” to “strongly agree.”

Language Available: English, Korean

Population Group: Human (Male, Female)

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

Population Details:

• Location: South Korea

• Respondents: Consumers

Test Methodology: Test Validity, Discriminant Validity, Test Reliability, Internal Consistency, Factor Analysis, Confirmatory Factor Analysis, Measurement Model

Keywords

Brand Preferences, Consumer Behavior, Consumer Satisfaction, Customer Relationship Management, Fads and Fashions, Marketing, Behavioral Intention, Measurement Models, Consumer Measures, Technology-Supported Marketing, South Korea.

Authors

Author ORCID Identifier:

• Cho, Minjung: http://orcid.org/0000-0003-3932-5251

• Yun, Hyesu: No data is Available

• Ko, Eunju: No data is Available

Affiliation Email addresses:

• Cho, Minjung: [email protected] (Yonsei University, Dept. of Clothing & Textiles)

• Yun, Hyesu: [email protected] (Yonsei University, Dept. of Clothing & Textiles)

• Ko, Eunju: [email protected] (Yonsei University, Dept. of Clothing & Textiles)

Correspondence Address:

Ko, Eunju: Yonsei University, Dept. of Clothing & Textiles, 50 Yonsei-ro, Seodaemun-gu, Seoul, Korea, Republic of, 03722, [email protected]

Permissions & Fee and Test Year

Permissions: May be used for Research/Teaching.

Commercial Use: No

Fee: No

Test Year: 2023

Reference’s

Cho, M., Yun, H., & Ko, E. (2023). Contactless marketing management of fashion brands in the digital age. European Management Journal, 41(4), 512–520. https://doi.org/10.1016/j.emj.2022.12.005

Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.

Items of the Contactless Marketing Management–Measurement Model Inventory

This is a 29-item measure covering seven core constructs.

Entertainment

• Using the service is fun.

• I enjoy using the service.

• It is easy to kill time using the service.

• I do not feel bored while using the service.

• It is interesting to use the service.

Interaction

• It is easy to provide my opinion through the service.

• It is possible to access the service easily.

• I can use the service immediately.

• It is easy to use this service.

Trendiness

• Using the service is very trendy.

• The service provides up-to-date contents.

• I can get new information from this service.

Customization

• The service offers customized information.

• I feel that the service meets my personal needs.

• The service provides the information I want.

• The service provides information about products according to my preferences.

Visual Engagement

• I find the composition of the service harmonious.

• The service is visually appealing.

• The service looks professionally designed and well presented.

• The presentation of the service is vivid.

• The way of delivering the service is eye-catching.

Satisfaction

• I am content with the service.

• I am happy with the service.

• In general, I am satisfied with this service.

• My choice to use the service was a wise one.

Revisit Intention

• I will regularly use the service in the future.

• I will recommend the website to others.

• I will say positive things about the service.

• I will reuse the service in the future.

Note. All items are graded on a five-point Likert scale, with scores ranging from “strongly disagree” to “strongly agree.”