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Measuring Consumer Motivations to Share Rumors: Scale Development

Measuring Consumer Motivations to Share Rumors: Scale Development

Subin Sudhir, Anandakuttan B. Unnithan
Copyright: © 2014 |Volume: 4 |Issue: 3 |Pages: 17
ISSN: 2156-1753|EISSN: 2156-1745|EISBN13: 9781466655959|DOI: 10.4018/ijom.2014070104
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MLA

Sudhir, Subin, and Anandakuttan B. Unnithan. "Measuring Consumer Motivations to Share Rumors: Scale Development." IJOM vol.4, no.3 2014: pp.51-67. http://doi.org/10.4018/ijom.2014070104

APA

Sudhir, S. & Unnithan, A. B. (2014). Measuring Consumer Motivations to Share Rumors: Scale Development. International Journal of Online Marketing (IJOM), 4(3), 51-67. http://doi.org/10.4018/ijom.2014070104

Chicago

Sudhir, Subin, and Anandakuttan B. Unnithan. "Measuring Consumer Motivations to Share Rumors: Scale Development," International Journal of Online Marketing (IJOM) 4, no.3: 51-67. http://doi.org/10.4018/ijom.2014070104

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Abstract

Rumors are often shared in the marketplace about products, services, brands or organizations; both in the online as well as in the offline scenarios. These rumors get communicated from consumer to consumer in the form of Word of Mouth (WOM). An exhaustive review of literature identified four motivations for consumers to share rumors in the marketplace; which included anxiety management motivation, information sharing motivation, relationship management motivation and self enhancement motivation. The review was not conclusive in identifying any scales for the measurement of these motivations. The article develops a scale for measuring these four motivations. Structured interviews were initially conducted to identify 33 items that motivate a consumer to share rumors. Based on an exploratory factor analysis and confirmatory factor analysis four factors were identified and the final scale retained 21 items. The scale displayed good scores of reliability and validity.

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