The first issue to be discussed is the operationalization and validation of concepts. As mentioned in Chapter Five, we have developed measurement scales by extracting items from existing scales and from our preliminary study (focus groups discussions and semi structured interviews). Face- and content-validity have been also examined in this study. In addition, the developed scales have been subjected to two rounds of exploratory factor analysis, followed by reliability test (Cornbrash’s Alpha), Convergent, discriminant and nomological validity test (Hair et al., 2010).