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This study develops and validates the online shopper stress scale (OSSS), a comprehensive instrument designed to measure stress-inducing factors experienced by consumers in online shopping environments. While previous research has examined shopper stress in physical retail settings, limited attention has been given to the unique stressors arising in online shopping. Adopting a multi-phase, mixed-method approach, this research engaged a total of 995 participants across qualitative and quantitative stages. Initial scale items were generated from a review of existing literature and refined through focus group discussions. The scale was subjected to exploratory factor analysis (EFA), which revealed four key dimensions: merchandise uncertainty, financial and privacy risk, navigation complexity, and information and evaluation difficulty. Confirmatory factor analysis (CFA) was then conducted using two separate samples to establish reliability, validity, and generalizability of the scale. The OSSS addresses a significant gap in the literature by offering a validated framework to understand and measure online shopper stress. The findings have theoretical relevance in extending stress research to online retail and practical implications for e-commerce managers, platform designers, and marketers seeking to reduce consumer stress and improve the overall shopper experience.
Fernandes et al. (Tue,) studied this question.