The following chapter discusses the results of multiple empirical studies which targeted the development of the new eWOM trust scale (eWT-S), as well as its application. More specifically, what follows are the details about the diverse assessments of the scale’s psychometric properties, including its dimensionality and structure, its internal consistency, validity (e.g., concurrent-, convergent-, discriminant-, nomoglogical validity) and the scale’s reliability and generalizability across different contexts and situations. Here, amongst other points, strong evidence is provided that an English version of the new scale is applicable to a representative sample of US consumers.
KeywordsDiscriminant Validity High Truster Online Review Average Variance Extract Online Advertising
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