Quality, value, satisfaction, trust, a

shopping time as long as the desired product is in their possession immediately as a result of the
shopping trip. Hypothesis 4 states the following:
Construct Measurement
H4: Traditional in-store shoppers realize the benefit of possession convenience
more than online shoppers do.
Research Method
In order to measure the different dimensions of convenience, appropriate scale
development procedures were followed (Churchill 1979; DeVellis 1991; Spector 1992). An
initial survey containing several open-ended questions was administered to 196 students enrolled
in upper-level marketing courses at a major Southeastern university. Questions such as “Please
describe below what the word ‘convenience’ means to you” and “Describe as specifically as
possible what your ideal convenient shopping experience would be like” were asked in order to
develop the most appropriate phrases to capture each dimension of retail convenience. Many
items were developed for each dimension, then 14 expert judges were asked to select the items
that most closely matched the definitions of each dimension. A pretest was then conducted in
order to improve/clarify question wording and instructions. These pretest surveys were given to
a sample of seventy-five upper-level undergraduate marketing students to determine the
necessary modifications. This process resulted in slightly different item wordings for in-store
and online shoppers. Table 2 contains the final set of items for each convenience dimension.
Sampling Procedure
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Table 2 about here
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The final survey version was administered to a convenience sample consisting of both
students and non-students. Marketing students enrolled in upper-level undergraduate consumer
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