The purpose of this study is to develop a multi-dimensional scale measuring consumers’ perceived challenge in shopping fashion products online, and to verify its validity and reliability. Relevant literature is first reviewed to identify possible dimensions of perceived challenge. Next, Study 1 is conducted in order to explore the dimensions empirically and to see whether the dimensions that emerged were consistent with prior findings. A total of 190 responses to an open-ended question was qualitatively analyzed by using content analysis. The findings of Study 1 generate 26 items reflecting four dimensions (i.e., product knowledge, previous experience, website functionality, and product availability), which correspond to the dimensions suggested in literature review. Study 2 is subsequently conducted to refine the items so that the perceived challenge scale establishes cross-validation, convergent validity, discriminant validity, reliability, and predictive validity. A total of 238 responses is quantitatively analyzed by using exploratory factor analysis, confirmatory factor analysis, and structural equation modeling. In the results of Study 2, the perceived challenge scale is found to consist of a total of 16 items reflecting three dimensions: E-commerce Challenge (corresponding to Previous Experience reported in Study 1), Retailer Challenge (corresponding to Website Functionality), and Product Challenge (corresponding to Product Knowledge); all Product Availability items have been eliminated through the item refinement process. Specifically, E-commerce Challenge and Retailer Challenge are found to predict flow, supporting flow theory, while Product Challenge fails to lead to flow significantly. Implications, limitations, and suggestions for future studies are also discussed.

Although bombesin (BN) regulates colonic motility, the associated mechanism of action remains unclear. The objective of this study was to investigate the effect of BN on colonic motility using isolated rat colon. An isolated rat colon was perfused with Krebs solution via the superior mesenteric artery. Intraluminal pressure was measured via microtip catheter pressure transducers at both proximal and distal portions of the isolated colon. After a control period, BN was administered intraarterially in concentrations of 13, 26, 130, and 260 pM. After pretreatment with hexamethonium (10-3 M), atropine (10-5 M), or tetrodotoxin (10-6 M), BN was administered at a concentration of 260 pM (proximal colon) or 130 pM (distal colon); intraluminal pressure was then monitored. Changes in motility were expressed as the percentage change of motility index (MI) over the basal period. As a result, BN increased colonic motility and a dose-dependent increase in proximal colonic motility was observed. The stimulant effect of BN was almost completely abolished by atropine and tetrodotoxin at both the proximal and distal colon. However, BN was not inhibited by hexamethonium at both the proximal and distal colon. Therefore, the stimulant action of BN may be mediated by local cholinergic muscarinic receptors.