Purpose

The purpose of this study is to develop and validate a scale to determine the consumer’s level of decision-making self-efficacy for a high-involved service purchase, specifically the purchase of medical insurance. One question to ask is how service providers can help consumers purchase the services that best meet their needs? Before interventions can occur, it is necessary to benchmark consumers’ perceptions of their own decision-making control and abilities.

Design/methodology/approach

A scale that measures consumers’ service decision-making self-efficacy was developed using the principles established for scale development validation. A four-study approach was used to reach the research objective.

Findings

The research consisted of four studies designed to: generate items to measure consumer service decision-making self-efficacy (CSDMSE); purify the scale and assess its dimensionality (second-order structure); establish the reliability and validity of the scale; and establish norms to provide details on its usefulness for aiding consumers with service purchases. The scale was found to be a higher-order construct, comprising three lower-order constructs.

Originality/value

Research suggests that consumer self-efficacy may affect their decision-making. The greater the consumer’s self-efficacy for decision-making tasks, the more efficient the decision-making process strategies are expected to be. This is the purpose for which the CSDMSE scale measure was created: to understand how, where and when service professionals can assist consumers with making appropriate service-related decisions and purchases.

中文翻译：

---

消费者服务购买决策自我效能感：建构概念化与规模化

目的

本研究的目的是开发和验证一个量表，以确定消费者对高参与度服务购买的决策自我效能水平，特别是购买医疗保险。要问的一个问题是服务提供商如何帮助消费者购买最能满足他们需求的服务？在进行干预之前，有必要对消费者对自己的决策控制和能力的看法进行基准测试。

设计/方法/方法

使用为规模开发验证建立的原则开发了衡量消费者服务决策自我效能的量表。使用四项研究方法来达到研究目标。

发现

该研究由四项研究组成，旨在： 生成衡量消费者服务决策自我效能感 (CSDMSE) 的项目；净化尺度并评估其维度（二阶结构）；建立量表的信度和效度；并制定规范以提供有关其在帮助消费者购买服务方面的有用性的详细信息。发现该量表是一个高阶结构，包括三个低阶结构。

原创性/价值

研究表明，消费者的自我效能感可能会影响他们的决策。消费者对决策任务的自我效能感越高，预期决策过程策略的效率就越高。这就是创建 CSDMSE 量表测量的目的：了解服务专业人员如何、何地和何时可以帮助消费者做出适当的与服务相关的决策和购买。