Abstract

The purpose of these studies was to develop a Korean version of SKEP scale which was developed by Obermiller and Spangenberg(1998) to measure consumer skepticism toward advertising. Based on the works of Obermiller and Spangenberg(1998), an item pool of 30 items was prepared and executed to a sample of 271 students of a university. Eighteen items of the item pool were retained after a pilot study. The criterion for item reduction was item-total correlation. A questionnaire in which the 18 items were included was tested to another sample of 617 that included secondary school students, university students, and participants recruited from general population. Factor structure of the 18 items, reliabilities of each factors, and correlations of the factors with other related variables were examined. Besides, an independent study to examine correspondency of scales between English and Korean version was executed by using a sample of 112 students who has been staying in the States over 2 years. Based on the results of these studies, we proposed a 9-item Korean version of Skepticism toward advertising(K-SKEP).