Consumer Behavior

Self-Gifting and Consumer Perceived Values: Development and Validation of a Scale to Measure Consumer Perceived Values in Self-Gifting and Applied to Consumer Satisfaction

Authors: Sukyung Seo , Nancy J. Hodges (University of North Carolina Greensboro) , Jin Su (Univeristy of North Carolina at Greensboro)

Abstract

Thus, the purpose of this study was two-fold: (1) to develop a scale to investigate CPVs in self-gifting and (2) to apply the developed scale to examine relationships between CPVs in self-gifting and consumer satisfaction. Churchill’s (1979)paradigm was adopted to develop a reliable and valid scale measuring CPVs in self-gifting (CPVS-G). The CPVS-G scale was then used to test hypothesized relationships between CPVs in self-gifting and consumer satisfaction using Structural Equation Modeling (SEM)and framed by Expectancy Disconfirmation Theory. Results provide evidence of the theoretical and managerial significance of the relationships between CPVs in self-gifting and consumer satisfaction.

Keywords: Self-gifting behavior, consumer perceived values, scale development, expectancy disconfirmation theory, Churchill’s paradigm, and consumer satisfaction

How to Cite: Seo, S. , Hodges, N. J. & Su, J. (2024) “Self-Gifting and Consumer Perceived Values: Development and Validation of a Scale to Measure Consumer Perceived Values in Self-Gifting and Applied to Consumer Satisfaction”, International Textile and Apparel Association Annual Conference Proceedings. 80(1). doi: https://doi.org/10.31274/itaa.17487