Researchers have used the construct of consumers’ perceived value to examine the behavioral attitudes or outcomes from different shopping experiences. The purpose of this paper is to investigate the equivalence of psychometric characteristics of consumers’ perceived value across groups of consumers to support the underlying assumption that the construct is universally equivalent across different shopping contexts.
Confirmatory factor analyses were performed to examine the measurement invariance of consumers’ perceived value in the different types of brand and retailer collaborations in a sample of 856 American consumers.
Based on the sequential tests, the results confirmed the consistent structure of the measurement instrument of consumers’ perceived value. In practical applications, although the invariance of monetary value could not be established at the metric level, the findings suggest that social value, convenient value and epistemic value were invariant across groups of consumers in the different shopping contexts.
This research may provide valuable insights into the measurement invariance of consumers’ perceived value, as well as suggestions for researchers before conducting substantive tests of theories with the construct.
