Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

 
2007 Annual International CHRIE Conference & Exposition 
188
MEASURING THE EXPERIENCE CONSTRUCTS: A SCALE DEVELOPMENT AND VALIDATION 
 
Seung Hyun Kim 
College of Agricultural and Natural Resources 
Michigan State University 
East Lansing, MI, USA 
Jaemin Cha 
College of Hospitality and Tourism Management
Niagara University 
Niagara University, NY, USA 
Bonnie J. Knutson 
The School of Hospitality Business 
Michigan State University 
East Lansing, MI, USA 
and 
Jeffrey A. Beck 
The School of Hospitality Business 
Michigan State University 
East Lansing, MI, USA 
 
ABSTRACT 
This study developed and validated multi-dimensions of the Consumer Experience Index (CEI). Data were 
collected from 397 adults via a web-based survey. Exploratory Factor Analysis (EFA) was employed using first-half 
split sample (N=199). Scale-development procedures resulted in a seven-factor model made up of the following 
dimensions: sales environment, driving benefit, shopping convenience, accessibility, utility, incentive, and brand 
trust. To confirm the seven-factor model of the consumer’s experience, Confirmatory Factor Analysis (CFA) was 
used for the second-half split sample (N = 198). CFA results demonstrated the dimensionality of the measures, 
reliability, convergent validity, discriminant validity, and cross validity. 
Key Words
: Consumer Experience Index, A Scale Validation, and Experience Economy, Confirmatory Factor 
Analysis