D2C-WEBCRED:A Comprehensive Instrument to Measure the Credibility of Direct-to-Consumer Brand Websites

D2C-WEBCRED

Abstract

Despite the fact that product and purchase related information on websites are one of the predominant factors in consumers’ decision-making processes to choose the right product, there exists limited research studies that assess the reliability of these information sources. Hence, this study is aimed at developing a multidimensional scale for assessing the credibility of direct-to-consumer (D2C) brand websites using source credibility theory. This study utilized a mixed-methods approach, including a comprehensive literature review, qualitative interviews with experts and consumers, and quantitative data analysis. The findings of the study supports the development of a new scale consisting of three dimensions viz., information precision, responsiveness, and usability experience to measure website credibility. Each dimension consisted of several items that were assessed using a 5-point Likert scale. The scale’s psychometric properties were examined through exploratory and confirmatory factor analysis, and the results indicated high levels of reliability and validity.