TY - JOUR
T1 - Measuring online relationship avoidance in tourism research
T2 - Scale development and validation
AU - Pan, Huifeng
AU - Ha, Hong Youl
N1 - Publisher Copyright:
© 2022 The Authors
PY - 2022/9
Y1 - 2022/9
N2 - This study develops and validates a multidimensional scale for measuring online relationship avoidance (ORA). ORA is particularly important for the global tourism context, for which standardizing and applying ORA measures are difficult. In this study, the authors develop and test a 31-item scale across five studies, and then create an ORA scale that includes the following six dimensions: the unknown, social attitude, psychological attitude, perceived betrayal, indifference, and variety-seeking. Results demonstrate that the scale was internally consistent, related to alternative measures and hypothesized causes and effects, thereby providing evidence of convergent, discriminant, and nomological validity. Suggestions for theoretical and practical insights into customer relationships are also offered.
AB - This study develops and validates a multidimensional scale for measuring online relationship avoidance (ORA). ORA is particularly important for the global tourism context, for which standardizing and applying ORA measures are difficult. In this study, the authors develop and test a 31-item scale across five studies, and then create an ORA scale that includes the following six dimensions: the unknown, social attitude, psychological attitude, perceived betrayal, indifference, and variety-seeking. Results demonstrate that the scale was internally consistent, related to alternative measures and hypothesized causes and effects, thereby providing evidence of convergent, discriminant, and nomological validity. Suggestions for theoretical and practical insights into customer relationships are also offered.
KW - Avoidance
KW - Construct validation
KW - Online relationships
KW - Scale development
UR - http://www.scopus.com/inward/record.url?scp=85133680209&partnerID=8YFLogxK
U2 - 10.1016/j.jhtm.2022.07.005
DO - 10.1016/j.jhtm.2022.07.005
M3 - Article
AN - SCOPUS:85133680209
SN - 1447-6770
VL - 52
SP - 241
EP - 251
JO - Journal of Hospitality and Tourism Management
JF - Journal of Hospitality and Tourism Management
ER -