Definition and measurement of environmental uncertainty in channels of distribution research: A proposal and pilot test

Research output: Contribution to journalArticlepeer-review

4 Scopus citations

Abstract

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.

Original languageEnglish (US)
Pages (from-to)53-74
Number of pages22
JournalJournal of Marketing Channels
Volume4
Issue number3
DOIs
StatePublished - Jul 28 1995

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