Assessing the Reliability and Validity of Research Instruments for Measuring Youth Purchase Intention in Xi'an, China: A Pilot Testing

Abstract

The purpose of this pilot study is to evaluate the reliability and validity of research instruments developed to measure the purchase intention of youth in Xi'an, China. Given the importance of understanding youth purchase intentions and behavior for businesses and marketers, it is critical to have validated research tools, which is not currently the case. The purpose of this study is to develop and evaluate the reliability and validity of such research tools using a sample of young consumers in Xi'an. Overall, the combination of Cronbach's alpha, Pearson's correlation coefficient, construct validity, and Fleiss' Cohen's kappa coefficient are used to thoroughly test the reliability and validity of the research instruments in this study. The research design for this study is quantitative and uses a structured questionnaire administered to a sample of 50 young consumers aged 18 to 35 in Xi'an to investigate the factors that influence their purchase intentions in live streaming e-commerce. The results show that the research instruments are reliable and validated for the main data collection. The results of this study will contribute to the existing knowledge of young people's purchase intentions in China and provide valuable insights for companies and marketers.