Process and Preliminary Results in the Construction of Product Categories Based WOM Source Selection Scale

This research is aimed at constructing a valid scale measuring WOM source selection based on Product categories. According to the research model on the basis of product categories, customer perceived risk, and customers´ Word-of-Mouth source selection, the WOM source selection scale is composed by three subscales, that is product category, perceived risk and WOM source. In the pretest, six kind of goods/services have been chosen to represent three product categories, perceived risk subscale is constructed with six dimensions and WOM source subscale is constructed with two dimensions, Item analysis on each subscale has been done to show that the whole scale is validate and reliable