Measuring online relationship avoidance in tourism research: Scale development and validation

Huifeng Pan, Hong Youl Ha

Research output: Contribution to journalArticlepeer-review

1 Scopus citations

Abstract

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.

Original languageEnglish
Pages (from-to)241-251
Number of pages11
JournalJournal of Hospitality and Tourism Management
Volume52
DOIs
StatePublished - Sep 2022

Keywords

  • Avoidance
  • Construct validation
  • Online relationships
  • Scale development

Fingerprint

Dive into the research topics of 'Measuring online relationship avoidance in tourism research: Scale development and validation'. Together they form a unique fingerprint.

Cite this