Measuring Consumer Onboarding Experience (COBE) of Digital Product

Consumer onboarding experience (COBE) is the consumer’s maiden impression of experiencing a product for the first time and is gaining importance in both theory and practice. However, there is no valid instrument to measure it. This study aims to conceptualize and develop a valid COBE instrument for digital products to address this gap. A standard scale development procedure involving both qualitative and quantitative studies resulted in five COBE scale dimensions comprising 18 items. The scale dimensions passed through psychometric property tests. Finally, predictive validity shows that COBE positively impacts consumer retention, repurchase intent, and word of mouth. The theoretical and practical implications of the results are discussed.