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Developing a scale to measure situational triggers underlying television channel switching

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Authors
Dix, Steve
Phau, Ian
Date
2006
Type
Conference Paper

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Dix, Steve and Phau, Ian. 2006. Developing a scale to measure situational triggers underlying television channel switching, in Ali, Y. and van Dessel, M. (ed), Proceedings of the Australia and New Zealand Marketing Academy Conference 2006: Advancing Theory, Maintaining Relevance, 4-6 Dec 2006. Brisbane, Qld: Queensland University of Technology.
Source Title
Advancing Theory, Maintaining Relevance
Source Conference
Australian and New Zealand Marketing Academy Conference 2006 (ANZMAC 2006)
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Curtin Business School
School of Marketing
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Abstract

This paper describes the development of a scale (SITUZAP) to measure the situational factors that trigger a channel switch, based on the process outlined in a number of key directive texts (Churchill, 1979; DeVellis, 2003; Eastman, Goldsmith and Flynn, 1999). Having defined the domain construct, fourteen potential scale items were drawn from the literature and qualitative research. The scale was purified during the pilot phase and three scale items removed. The scale was re-tested during the main study via an independent sample, confirming the two-dimensional nature of the scale. Reliability analysis indicates that the scale is internally consistent with co-efficient alpha high across both pilot and main studies. Moreover, confirmatory factor analysis supports the two-factor measurement model while the test-retest result (r = 0.662) provides evidence of stability within the scale. Finally, the scale is verified for content, criterion, discriminant and nomological validity.