scholarly journals Design awareness and purchase intention: an item response theory approach

2014 ◽  
Vol 27 (1) ◽  
pp. 138-155 ◽  
Author(s):  
Ana M. Arboleda ◽  
Julio C. Alonso
Keyword(s):  
Item Response Theory ◽  
Item Response ◽  
Purchase Intention ◽  
New Products ◽  
Product Category ◽  
Two Dimensions ◽  
Theory Approach ◽  
Theoretical Discussion ◽  
Response Theory ◽  
Content Type

Purpose The purpose of this paper is to evaluate the effect of design awareness on consumers’ purchase intention. Design/methodology/approach The experiment consisted of showing a new beer package design to 185 participants who evaluated it using a self‐administered questionnaire. Findings Using an Item Response Theory approach, results show that there are two dimensions of consumer design awareness: basic design and differential design. These findings are, to some extent, consistent with the theoretical discussion within design literature. Moreover, a multiple regression model estimates the effect of both dimensions on consumers’ purchase intention, and the paper concludes that both dimensions have a similar effect (p<0.05). The sign of the effects are consistent with the theoretical discussion. Practical implications The design of new products must consider attributes associated to the basic and practical use of a product as well as those attributes that mark a comparative difference in the product category. Originality/value This paper conceptually and empirically combines two different areas of knowledge (design and consumer behavior) under the design awareness construct. This concept evaluates consumers’ perceptions about new products, facilitating more accurate decisions in cases of innovation.

The development of an objective wine knowledge scale: the item response theory approach

2015 ◽  
Vol 27 (2) ◽  
pp. 103-124 ◽  
Author(s):  
Natalia Velikova ◽  
Roy D. Howell ◽  
Tim Dodd
Keyword(s):  
Item Response Theory ◽  
Item Response ◽  
Field Tests ◽  
Test Theory ◽  
Theory Approach ◽  
Consumer Knowledge ◽  
Response Theory ◽  
Knowledge Domain ◽  
Content Type ◽  
Knowledge Scale

Purpose – The purpose of this paper is to address the issue of objective knowledge operationalisation with specific focus on varying levels of scale items’ difficulty. The ultimate goal of the study was to develop a scale to measure objective wine knowledge, which would address the domain of wine knowledge and differentiate varying levels of consumer wine knowledge. Design/methodology/approach – The process of items’ development was guided by recommendations suggested by DeVellis (2003) in his influential work on theory and application of scale development. Examination of items’ performance was conducted through a series of field tests with consumer samples (N = 756) in a US wine region. Item response theory (IRT) approach was applied for items’ testing. The developed items were analysed using the two-parameter logistic model in Mplus Version 5. Findings – The study offers a 44-item test suitable for assessing wine knowledge across a broad spectrum of expertise. For example, if the goal is to assess wine knowledge differences among relatively knowledgeable respondents, a subset of more difficult items could be chosen. Alternatively, a test for novices could be constructed from easier scale’s items. Research limitations/implications – For researchers, the study offers conceptualisation of the wine knowledge domain, suggests a parsimonious instrument to measure the construct, offers a valid and reliable measure for use in testing theories of consumer knowledge and provides empirical evidence of the value and usefulness of the developed scale. Practical implications – For professionals, the proposed test may be used to test consumer knowledge and to help assess a prospective employee’s general knowledge of wine. The test can also be given at hospitality programs, outreach and continuing education programs. Originality/value – The current paper takes an alternative approach to classical test theory and offers an objective wine knowledge scale tested through IRT. This approach avoids shortcomings associated with classical measurement and offers an original scale that can discriminate among respondents with different levels of wine knowledge.

A cross-product category CBBE study: item response theory perspective

2014 ◽  
Vol 23 (3) ◽  
pp. 200-206 ◽  
Author(s):  
Luming Wang ◽  
Adam Finn
Keyword(s):  
Item Response Theory ◽  
Item Response ◽  
Brand Equity ◽  
Product Category ◽  
Cross Product ◽  
Survey Method ◽  
Response Theory ◽  
Content Type ◽  
Product Categories ◽  
New Item

Purpose – The purpose of this study is to propose a new item response theory-based model to facilitate brand equity comparison among brands in different product categories. Brand equity has been defined as the value a brand adds upon a product. This definition provides the theoretical basis for comparing brands across product categories. Researchers have measured brand equity from three major approaches: finance, economics and psychology. Unlike the first two approaches that have developed methods to facilitate cross-product-category brand equity comparison, no methodology has been identified in the psychology approach (consumer-based brand equity, CBBE), and this study will fill this gap. Design/methodology/approach – We used survey method and collected data from both soft drink and car product categories to empirically demonstrate our method. Findings – A new item response theory-based model to facilitate brand equity comparison among brands in different product categories is proposed. Originality/value – Considering consumers are the most widely considered stakeholder group in the existing brand equity literature, the lack of cross-product category research in consumer-based brand equity (CBBE) area constrains the use of CBBE for firms managing multiple brands across product categories. This proposed model is the first one to address this limitation.

Validation study of the Korean version of decent work scale

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yunsoo Lee ◽  
Ji Hoon Song ◽  
Soo Jung Kim
Keyword(s):  
Item Response Theory ◽  
Item Response ◽  
Work Engagement ◽  
Item Difficulty ◽  
Test Theory ◽  
Decent Work ◽  
Validity And Reliability ◽  
Response Theory ◽  
Content Type ◽  
Korean Version

Purpose This paper aims to validate the Korean version of the decent work scale and examine the relationship between decent work and work engagement. Design/methodology/approach After completing translation and back translation, the authors surveyed 266 Korean employees from various organizations via network sampling. They assessed Rasch’s model based on item response theory. In addition, they used classical test theory to evaluate the decent work scale’s validity and reliability. Findings The authors found that the current version of the decent work scale has good validity, reliability and item difficulty, and decent work has a positive relationship with work engagement. However, based on item response theory, the assessment showed that three of the items are extremely similar to another item within the same dimension, implying that the items are unable to discriminate among individual traits. Originality/value This study validated the decent work scale in a Korean work environment using Rasch’s (1960) model from the perspective of item response theory.

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