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Erschienen in:
2015 | OriginalPaper | Buchkapitel
Gauging the Politeness in Virtual Commercial Contexts Based on Patrons’ Collective Perceptions
verfasst von : I-Ching Chen, Shueh-Cheng Hu
Erschienen in: Advances in Swarm and Computational Intelligence
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Politeness constantly plays a significant role in commercial contexts. In contrast to its importance, politeness-related issues in fast-growing virtual commercial contexts received rare attention. This article reports a work developing an instrument for gauging degree of politeness in online storefronts. The instrument’s reliability and validity were confirmed through analyzing empirical data, which distilled collective perceptions of 282 sampled patrons. A second-order confirmatory factor analysis revealed that online consumers’ tendency in paying relative more attention to their rights being respected and gaining useful information while they are assessing online retailers’ politeness. Using the instrument, people can measure the degree of politeness in online retailers.