Conceptualizing and measuring consumers’ negative attitudes towards online shopping

Abstract Despite the advantages of online shopping, increasing evidence indicates the prevalence of negative consumer attitudes towards online shopping (NATOS). Yet existing research exhibits a nearly exclusive focus on measuring positive attitudes, creating limited conceptual breadth. Moreover, despite the existence of conceptually related constructs (e.g. consumer resistance to e‐commerce), no measure for gauging negative attitudes currently exists, despite the critical need for one. To develop and validate a NATOS scale that measures consumers’ negative attitudes towards online shopping, as a predictor of consumer behaviour, the current research combines a literature review, results from qualitative interviews and four quantitative studies ( n = 409, n = 382, n = 361 and n = 365). The resulting eight‐dimensional NATOS scale attains convergent, discriminant, known‐group, predictive, incremental, nomological and ecological validity, as evidenced by confirmatory factor and validation analyses. It also exhibits strong practical usefulness, for example, by demonstrating NATOS’ predictive association with consumers’ share of wallet and spending. In addition to its relevance for continued research, this scale has meaningful implications for both e‐commerce retailers and policymakers.