TY - JOUR
T1 - Definition and measurement of environmental uncertainty in channels of distribution research
T2 - A proposal and pilot test
AU - Schommer, Jon C.
PY - 1995/7/28
Y1 - 1995/7/28
N2 - A definition and measure for environmental uncertainty are proposed for channels of distribution research. They reflect the notion that environmental uncertainty should be viewed as a perceptual phenomenon experienced through decision-making. Key outcomes of interest that a channel member faces in the decision environment are important components of this construct. Uncertainty is operationalized based on a respondent's lack of information about, and inability to predict the future occurrence of, each outcome of interest. Results of a pilot test support the reliability and pragmatic validity of a modified 18-item measure of environmental uncertainty.
AB - A definition and measure for environmental uncertainty are proposed for channels of distribution research. They reflect the notion that environmental uncertainty should be viewed as a perceptual phenomenon experienced through decision-making. Key outcomes of interest that a channel member faces in the decision environment are important components of this construct. Uncertainty is operationalized based on a respondent's lack of information about, and inability to predict the future occurrence of, each outcome of interest. Results of a pilot test support the reliability and pragmatic validity of a modified 18-item measure of environmental uncertainty.
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U2 - 10.1300/J049v04n03_03
DO - 10.1300/J049v04n03_03
M3 - Article
AN - SCOPUS:0346172622
SN - 1046-669X
VL - 4
SP - 53
EP - 74
JO - Journal of Marketing Channels
JF - Journal of Marketing Channels
IS - 3
ER -