Cross Channel Consumer Behavior and its Benefits: Scale Validation to Assess Purchasing Process Performance

Purpose – This paper developed and validated a scale of cross-channel behavior and its benefits capable of ascertaining the performance of the consumer buying process. Design/methodology/approach – The sample of 451 consumers filled out questionnaires for statistical validation purposes. Three first order reflective CCB constructs and four CCB benefits were tested with second and third order formative models Findings – The validation indicated that all constructs have convergent and discriminant validity. CCB is formed by simultaneous information searches, product/price comparisons, and interactions with the retailers/manufacturers, and the benefits are symbolic/ utilitarian and positive/negative. The coefficient between CCB and its benefits is considerable, with the avoidance of purchasing process problems being an expected result. Originality/value – The article highlights the conceptual construction of the cross channels consumer behavior construct as generating improvements in buying process performance. Marketing researchers can test the frequency of this new behavior in consumer relations