TTTE54

Abstract

This research seeks to construct and evaluate the Online Shopping

Stress Index (IECO). The questionnaire consisted of 31 items and good

reliability (α = .825). Participants (N = 422) were located in Latin America,

particularly in Chile, and made at least one online purchase during the last

month. The exploratory factor analysis (EFA) on the IECO obtained: good

sample adequacy (KMO = 0.759), significant results (P < .000) and 4 items

explaining 56.727% of the variance. The IECO interpretation (Mean: 4.883)

classified the sample in a moderate-high level of online shopping stress.

Likewise, the IECO as a function of purchase factors and motivational task

orientation (OMT) found higher scores in consumers segmented at the high

level, with respect to consumers segmented at a low level. In contrast,

consumers with a low recreational motivational orientation (RMO) scored

higher than those who were segmented at a high level.

It is concluded that the level of shopping stress is associated with

motivational orientation and purchase abandonment in online contexts.

Therefore, this study is in line with previous research that was studied in

traditional shopping (Baker y Wakefield 2012: Albrecht et al.,2017).

Finally, IECO contributes by providing information on shopping stress. It

can be of use in sciences that study consumer behavior, and as a background

for strategic marketing decisions.

keywords: Consumer buying stress index, Buying factors, motivational

orientation, online shopping.

2