Assessing Measurement Invariance in Cross-National Consumer Research

摘要: Assessing the applicability of frameworks developed in one country to other countries is an important step establishing generalizability consumer behavior theories. In order for such comparisons be meaningful, however, instruments used measure theoretical constructs interest have exhibit adequate cross-national equivalence. We review various forms measurement invariance that been proposed literature, organize them into a coherent conceptual framework ties different requirements equivalence goals research, and propose practical, sequential testing procedure assessing research. The approach based on multisample confirmatory factor analysis clarifies under what conditions meaningful construct conceptualizations, means, relationships between are possible. An empirical application dealing with single-factor ethnocentrism Belgium, Great Britain, Greece provided illustrate procedure.