Consumer Insecurity is a new research topic in consumer psychology domain in recent years. It focuses on consumer insecurity perception and consuming behavior outcomes, which are influenced by individual’s internal and external factors. However, the concept of insecurity has just been introduced into consumer behavior research which is urgent to compare with the individual insecurity in traditional psychology area. These studies focus on the concept, structure of consumer insecurity in the digital age of China as its background and develop a multi dimension scale with reliability and validity testing to measure the new variable.
Bi, Nan; Yin, Cheng-yue; and Wang, Ying, "Chinese Consumer Insecurity in the Digital Age: Theoretical Construction of Scale Development" (2016). WHICEB 2016 Proceedings. 45.