Psychometric Evaluation of the Impulse Buying Scale Among Indian Centennials using Data Science Approach

This study employed a sample of Indian higher education students to examine the structure of the measure of centennials’ impulse buying behaviors. We examined the Rook & Fisher scale’s validity and reliability in this population before implementing it. As a result, we concentrated on offering a conceptual definition of validity, using our psychometric analysis as one of the metrics for assessing the construct’s soundness. In general, we discovered that our scale exhibited strong reliability, as evidenced by a Cronbach’s Alpha coefficient exceeding 0.80. The EFA also recommended a two-factor structure. All things considered, we can say that the Rook & Fisher scale exhibit strong validity and reliability characteristics on our sample. The findings highlight the significance of conducting psychometric assessments that are culturally and demographically appropriate in order to guarantee precise measurement of consumer behavior constructs. By providing a refined, valid, and reliable tool for measuring impulse buying in centennials, our study adds to the body of literature already in existence and opens the door for further investigation and useful applications in marketing and consumer behavior analysis.