The U-Constructs and Mobile Usage Behavior: Development and Validation of the U-Feat Scale

Abstract

Information systems researchers have suggested that the world would move to Uber Commerce (U-Commerce) with a high degree of personalization. However, research in measuring U-Commerce constructs (ubiquity, universality, uniqueness, and unison) is sparse, and out of the 4 U-constructs, only perceived ubiquity has a measurement scale. In the present study, we construct reliable and valid measures for the three other (excluding Perceived Ubiquity) U-constructs. To this end, the study uses a stepwise approach starting from theoretical and qualitative exploration (using focus groups) and follows up with survey research (sampling 250 students and 326, 311, and 511 nonstudents in four consecutive surveys, respectively). Using exploratory and confirmatory factor analysis, the study develops reliable and valid multidimensional scales for the three U-constructs. Subsequently, the three U-construct scales are integrated with perceived ubiquity to form a comprehensive higher order scale named U-Feat, and it is validated in a nomological network of antecedents and consequences. U-Feat was found to have a significant effect on U-Commerce adoption.

Additional information

Funding

This project was funded by MICA, India, where the funds were majorly used for data collection, coding, and travel expenses for the researchers.

Notes on contributors

Varsha Jain

Varsha Jain is an Assistant Professor in Integrated Marketing Communications at the MICA (India). Her research interests include mobile marketing, consumer behavior in digital media, and luxury branding. Her research has been published in Journal of Product and Brand Management and Journal of Marketing Communications, among others.

Subhadip Roy

Subhadip Roy is an Assistant Professor at the Indian Institute of Management Udaipur, India. His research interests include consumer behavior, brand management, and digital marketing. His research has been published in Marketing Letters and Psychology and Marketing, among others.