Dr. LEE BernardYau, Oliver. H. M.Oliver. H. M.Yau2019-02-142019-02-14201616th International Conference on IT Applications and Management: Privacy and humanity in intellingent digital society, pp. 205-219.http://hdl.handle.net/20.500.11861/5543This paper aims to construct a scale for Ren Orientation in the business-to-customer context. A two-stage research design was adopted to gather relevant data using qualitative research and quantitative research. In the first stage, qualitative research included focus group discussions and expert opinions. In the second stage, quantitative research included the following activities: quasi-experimental design, sampling, questionnaire design, data collection and scale development. A total of 384 respondents successfully completed the interview. The reliability and the validity of the measurement scales used in this research are considered reasonably good quality as indicated by measures such as GFI, CFI, SRMR, RMSEA and normed chi-square. The paper presents the setting of the study and explains the procedures for the scale development of Ren Orientation, followed by implications, limitations and suggestions for future research.enScale DevelopmentRen OrientationValue of RenValue RenInstrumental RenConference Paper