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

 
Study Objectives 
This study was built on the work of Knutson and Beck (2006) and Knutson et al. (2007) to validate multi-
dimensions of the Consumer Experience Index (CEI), comprising Driving Benefit, Accessibility, Convenience, 
Incentives, Utility, Brand trust, and Sales Environment. In the study by Knutson et al. (2007), exploratory factor 
analysis was employed to reduce the large number of items after generating the initial pool of items. For further 
experience scale development in this present study, total sample of N = 397 was split into two random halves. Put 
differently, this study used different data sets to build and validate the measurement model of an 
experience
.