The Development and Validation of a Scale to Measure Perceived Value of Mobile Commerce (MVAL-SCALE)

Mobile commerce (m-commerce) has unique characteristics that differentiate it from in-store and electronic commerce (e-commerce) in several aspects. Therefore, existing customer perceived value (CPV) scales developed for conventional business contexts may not thoroughly capture the CPV of m-commerce (M-VAL). Although a significant and increasing body of literature examined the benefits and costs of mobile shopping, extant literature revealed that no studies had operationalised all of the essential facets to measuring M-VAL. In order to address this gap, this research reported on four studies and generated a scale to encapsulate the holistic approach of M-VAL. A 25 item M-VAL scale was developed through a rigorous scale construction and validation process. The findings showed that M-VAL is a multidimensional, second order, and reflective construct consisting of three primary dimensions and nine sub-dimensions. The M-VAL dimensions are specifically derived as utilitarian value (information value, economic value, and convenience value), interaction value (interface value, visual value, gamification value, and customisation value) and credibility value (system credibility value and social credibility value). The nine sub-dimensions can be concluded as distinct from the dimensions in earlier models in various aspects and are consistent with the unique nature of m-commerce. Notably, the study developed the CPV scale especially for m-commerce, taking into account several elements that differentiated m-commerce from in-store and e-commerce