Cross Channel Consumer Behavior and its Benefits: Scale Validation to Assess Purchasing Process Performance

Rafael Barreiros Porto, Sionara Ioco Okada


Purpose – This paper developed and validated a scale of cross-channel
behavior and its benefits capable of ascertaining the performance of
the consumer buying process.

Design/methodology/approach – The sample of 451 consumers filled
out questionnaires for statistical validation purposes. Three first order
reflective CCB constructs and four CCB benefits were tested with
second and third order formative models

Findings – The validation indicated that all constructs have
convergent and discriminant validity. CCB is formed by simultaneous
information searches, product/price comparisons, and interactions
with the retailers/manufacturers, and the benefits are symbolic/
utilitarian and positive/negative. The coefficient between CCB and
its benefits is considerable, with the avoidance of purchasing process
problems being an expected result.

Originality/value – The article highlights the conceptual construction
of the cross channels consumer behavior construct as generating
improvements in buying process performance. Marketing researchers
can test the frequency of this new behavior in consumer relations.


Cross channel; Psychometric scale; Statistical validation; Consumer behavior; Consumer performance.


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