Digital Marketing & Technology Scales
143 validated scales · all free to use
Scales for measuring consumer responses to digital channels, platforms and technologies. The domain covers technology acceptance (TAM) and technology readiness, online trust, consumer privacy concern, e-service quality (E-S-QUAL), mobile commerce adoption, website quality and visual appeal, and personalisation. Social media is well represented through eWOM credibility, online review evaluation, user-generated content, social media engagement and social media addiction measures, along with influencer credibility and authenticity. Newer scales address anthropomorphism in chatbots and AI agents, smart devices and algorithmic decision making. These measures suit research on e-commerce, platform behaviour and the adoption of emerging marketing technology.
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All Digital Marketing & Technology scales (A–Z)
A B C D E F G H I L M O P R S T V W A Affective In-Game Brand Engagement (AIBE) Berger, A., Schlager, T., Sprott, D. E., & Herrmann, A. · 2018 · 4 items · α .96–.98 AI Trust Scale (AIT) Söllner, M., Hoffmann, A., & Leimeister, J.M. · 2016 · 10 items · α 0.83–0.92 Anticipated Retail App Attitude Barney, C., Hancock, T., Esmark Jones, C. L., Kazandjian, B., & et al. · 2022 · 4 items · α 0.91-0.94 (across three studies) App Attention Barney, C., Hancock, T., Esmark Jones, C. L., Kazandjian, B., & et al. · 2022 · 3 items · α 0.85-0.86 App-Based Goal Pursuit Efficacy (AGPE) Salerno, A., Laran, J., & Janiszewski, C. · 2019 · 3 items · α .91 Attitude Toward Shopping Websites (Community) Scale (ATSW-C) Rose, S., Clark, M., Samouel, P., & Hair, N. · 2012 · 3 items · α CR = .879 (Rose, Clark, Samouel, & Hair, 2012; N=220 international online shoppers); AVE = .709 Attitude Toward Shopping Websites (Customization) Scale (ATSW-CU) Rose, S., Clark, M., Samouel, P., & Hair, N. · 2012 · 4 items · α CR = .805 (Rose, Clark, Samouel, & Hair, 2012; N=220 international online shoppers); AVE = .514 Attitude Toward Shopping Websites (Information Benefits) Scale (ATSW-I) Rose, S., Clark, M., Samouel, P., & Hair, N. · 2012 · 4 items · α CR = .833 (Rose, Clark, Samouel, & Hair, 2012; N=220 international online shoppers); AVE = .558 Attitude Toward the Website (Aesthetic Appeal) (ATTW) Kwon, W. S. · 2012 · 5 items · α .88 Attitude Toward the Website (General) (ATWG) Chen, Q., & Wells, W. D. · 1999 · 5 items · α .92 Attitude Toward the Website (Information Value) (ATTW) Holzwarth, M. C., & Neumann, M. M. · 2006 · 3 items · α .85 Attitude Toward the Website (Interestingness) (ATTW) Trevino, L. K. · 1992 · 3 items · α .82 Attitude Toward the Website (Navigation Convenience) (ATTW) Kwon, W. S. · 2012 · 4 items · α .96 Attitude Toward the Website (Transaction Convenience) (ATTW) Kwon, W. S. · 2012 · 3 items · α .93 Augmentation Quality Scale (AQS) Schein, K.E., Rauschnabel, P.A., Praxmarer-Carus, S., & Babin, B.J. · 2025 · 9 items · α Embedding CR .86 / Interaction CR .84 / Design CR .87 / Higher-order CR .90 B Bergen Social Media Addiction Scale (BSMAS) Andreassen, C.S., Pallesen, S. & Griffiths, M.D. · 2017 · 6 items · α 0.82–0.91 Blockchain Knowledge, Attitude, and Practice in Digital Marketing Scale (BlkChn-Mk-KAP) Mahmoud, A.B., Kumar, V., Berman, A., Elhajjar, S. and Fuxman, L. · 2025 · 22 items · α 0.71-0.95 across three studies (see notes for per-study, per-dimension breakdown) C Cognitive In-Game Brand Engagement (CIBE) Berger, A., Schlager, T., Sprott, D. E., & Herrmann, A. · 2018 · 3 items · α .92–.95 Competence with the AI Platform Uysal, E., Alavi, S., & Bezençon, V. · 2022 · 3 items · α 0.88 Consumer Livestreaming Experience Scale (CLX) Azad Moghddam, H., & Mortimer, G. · 2025 · 33 items · α .729–.812 Consumer Privacy Concern Scale (CPCS) Malhotra, N.K., Kim, S.S., & Agarwal, J. · 2004 · 10 items · α 0.80–0.91 Continued Use of the Device Guha, A., Bressgott, T., Grewal, D., Mahr, D., Wetzels, M., & et al. · 2023 · 3 items · α 0.91 (Study 2) Curiosity about the Website (CATW) Trevino, L. K. · 1992 · 3 items · α .87 D Digital Orientation Scale (DO) Kindermann, B., Schmidt, C.V.H., Fengel, F. and Strese, S. · 2024 · 19 items · α 0.78-0.84 across all dimensions and the composite construct E E-Retailer Customer Service Quality (ERCSQ) Blut, M. · 2016 · 3 items · α 0.93 E-Retailer Order Fulfillment Quality (EROFQ) Blut, M. · 2016 · 3 items · α 0.94 E-Retailer Website Customisation (ERWC) Srinivasan, S. S., Anderson, R., & Ponnavolu, K. · 2002 · 5 items · α .80 E-Retailer Website Design Quality (ERWDQ) Blut, M. · 2016 · 3 items · α 0.93 E-S-QUAL (E-S-QUAL) Parasuraman, A., Zeithaml, V.A. & Malhotra, A. · 2005 · 23 items · α 0.83–0.95 Ease of Use (Likert — Meuter) (EOUSEML) Meuter, M. L., Bitner, M. J., Ostrom, A. L., & Brown, S. W. · 2005 · 3 items · α .83 Ease of Use (Likert — Thompson) (EOUSELT) Thompson, D. V., Hamilton, R. W., & Rust, R. T. · 2005 · 8 items · α .93 Ease of Using the Device Guha, A., Bressgott, T., Grewal, D., Mahr, D., Wetzels, M., & et al. · 2023 · 4 items · α 0.90 (Study 2) Eeriness of the Object Franke, C., Groeppel-Klein, A., & Müller, K. · 2023 · 5 items · α 0.86 (Study 1) Emotional Attachment to the Cell Phone Song, C. E. & Sela, A. · 2023 · 4 items · α 0.87 Emotional Contagion of the Agent Liu-Thompkins, Y., Okazaki, S., & Li, H. · 2022 · 3 items · α 0.84 (pilot study) Empathic Concern of the Agent Liu-Thompkins, Y., Okazaki, S., & Li, H. · 2022 · 3 items · α 0.86 (pilot study) Escapist Internet Usage Motivation (EIUM) Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., & Kannan, P.K. · 2016 · 8 items · α .89 Ethicality of File Sharing (EOFS) Hennig-Thurau, Thorsten, Victor Henning and Henrik Sattler · 2005 · 3 items · α .84 eWOM Credibility Scale (eWOM-CRED) Cheung, C.M.K., Lee, M.K.O., & Rabjohn, N. · 2008 · 12 items · α 0.81–0.93 F Flow Experience of the Interface Zierau, N., Hildebrand, C., Bergner, A., Busquet, F., Schmitt, A., et al. · 2023 · 3 items · α 0.91 to 0.93 G Gamification Engagement Scale (GES) Mekler, E.D., Brühlmann, F., Tuch, A.N., & Opwis, K. · 2017 · 12 items · α 0.82–0.91 Grounding of the AI-Based Interface Bergner, A.S., Hildebrand, C., & Häubl, G. · 2023 · 5 items · α 0.89 to 0.91 H Haptic Sensation of One's Hands in the Video (Body Ownership) Luangrath, A.W., Peck, J., Hedgcock, W., & Xu, Y. · 2022 · 5 items · α 0.90 to 0.98 Heuristic Processing (Social Media Post) Hernández-Ortega, B.I., Stanko, M.A., Rishika, R., et al. · 2022 · 4 items · α 0.863 Humanness (Essential Attributes) Garvey, A.M., Kim, T., & Duhachek, A. · 2023 · 10 items · α 0.94 I Identification with Technology Smith, L.W., Rose, R.L., Zablah, A.R., McCullough, H., & et al. · 2023 · 4 items · α 0.91 Immersion in Use of the Shopping App (Expected) Barney, C., Hancock, T., Esmark Jones, C.L., Kazandjian, B., & et al. · 2022 · 4 items · α 0.92 to 0.95 Importance of Social Media Sharing Scale (ISMS) Dedeoglu, B. B., Taheri, B., Okumus, F., & Gannon, M. · 2020 · 8 items · α IPS: alpha = .88; INPS: alpha = .89 (Phase 3, n = 554); replicated in Glasgow (Phase 4, n = 629) with CR > .87 for both dimensions Importance of the AI Platform Uysal, E., Alavi, S., & Bezençon, V. · 2022 · 4 items · α 0.80 Influencer Credibility & Authenticity Scale (ICAS) Lou, C. & Yuan, S. · 2019 · 12 items · α 0.85–0.93 Influencer Genuineness Perception Rizzo, G. L. C., Berger, J., De Angelis, M., & Pozharliev, R. · 2023 · 3 items · α 0.96 Intelligence of the Device Guha, A., Bressgott, T., Grewal, D., Mahr, D., Wetzels, M., & et al. · 2023 · 5 items · α 0.90 (Study 2); 0.91 (Study 3) Interactive Experience of the Shopping App (Expected) Barney, C., Hancock, T., Esmark Jones, C.L., Kazandjian, B., & et al. · 2022 · 3 items · α 0.89 Internal Attribution of the Decision Yalcin, G., Lim, S., Puntoni, S., & van Osselaer, S.M.J. · 2022 · 3 items · α 0.91 (Study 4); 0.95 (Study 5) Internet Involvement Scale (IWI) Schumann, J. H., von Wangenheim, F., & Groene, N. · 2014 · 4 items · α 0.85 Internet Privacy Concern Scale (PCIV) Schumann, J.H., von Wangenheim, F., & Groene, N. · 2014 · 4 items · α 0.91 Internet Search Skill (INTSRCH) Mathwick, C., & Rigdon, E. · 2004 · 3 items · α .93 Internet Usage (Time) (INTTIME) Mathwick, C., & Rigdon, E. · 2004 · 4 items · α .93 Internet Usage Skill (Navigational Challenge) (INTNAV) Mathwick, C., & Rigdon, E. · 2004 · 4 items · α .85 L Local Presence in AR Scale (LP-AR) Schein, K.E., Rauschnabel, P.A., Praxmarer-Carus, S., & Babin, B.J. · 2025 · 4 items · α CR .87–.93 Locus of Causality (Task Motivation) Longoni, C., Cian, L., & Kyung, E.J. · 2023 · 4 items · α 0.92 (Study 2) M
O Omnichannel Integration Quality Scale (OIQS) Herhausen, D., Binder, J., Schoegel, M. & Herrmann, A. · 2015 · 33 items · α 0.78–0.91 Online Comparison Shopping Behaviour (OCSB) Srinivasan, S. S., Anderson, R., & Ponnavolu, K. · 2002 · 5 items · α .82 Online Store Entertainment and Visual Appeal (OSEVA) Vrechopoulos, A. P. · 2004 · 4 items · α .94 Online Store Usefulness Perception (OSUP) Vrechopoulos, A. P., O'Keefe, R. M., Doukidis, G. I., & Siomkos, G. J. · 2004 · 6 items · α .98 Online Trust Scale (OTS) Gefen, D., Karahanna, E., & Straub, D.W. · 2003 · 12 items · α 0.78–0.94 P Parental Mediation of Child’s Online Activity (Active) Vijayalakshmi, A., Lin, M. H., & Laczniak, R. N. · 2020 · 6 items · α 0.89 Parental Mediation of Internet Usage (Active) (PMOI) Lwin, M. O. · 2011 · 4 items · α .90 Perceived Ad Personalization Scale (PAPS) Dijkstra, A. · 2005 · 4 items · α .90–.93 Perceived Benefits of Personal Data Sharing (PBPDS) Martin, K.D., Borah, A., & Palmatier, R.W. · 2017 · 4 items · α CR = .94 Perceived Chatbot Usefulness Castelo, N., Boegershausen, J., Hildebrand, C., & Henkel, A. P. · 2023 · 3 items · α 0.93 Perceived Device Artificiality Guha, A., Bressgott, T., Grewal, D., Mahr, D., Wetzels, M., & et al. · 2023 · 3 items · α 0.87-0.873 Perceived Device Intimacy Song, C. E., & Sela, A. · 2023 · 3 items · α 0.86 (smartphone); 0.79 (PC); 0.86 (tablet) Perceived Review Quality Scale (RVHL) Moore, S.G. · 2015 · 3 items · α 0.95 Perceived Social Presence of an Automated Agent Holthöwer, J., & van Doorn, J. · 2023 · 4 items · α 0.92 Perceived Website Interactivity (PWI) Sicilia, M., Ruiz, S., & Munuera, J. L. · 2005 · 3 items · α .94 Personal Data Disclosure Benefits Bidler, M., Zimmermann, J., Schumann, J.H., & Widjaja, T. · 2020 · 3 items · α 0.85 Personal Data Disclosure Risks Bidler, M., Zimmermann, J., Schumann, J.H., & Widjaja, T. · 2020 · 4 items · α 0.92 Personal Information Importance Binder, A., Stubenvoll, M., Hirsch, M., & Matthes, J. · 2022 · 3 items · α 0.93 Privacy Concerns (Control of Information) (PC) Malhotra, N. K., & Agarwal, J. · 2004 · 3 items · α .90 Privacy Concerns (Data Accuracy) Grosso, M., Castaldo, S., Li, H., & Larivière, B. · 2020 · 3 items · α 0.89 Privacy Concerns (Data Secondary Usage) Grosso, M., Castaldo, S., Li, H., & Larivière, B. · 2020 · 3 items · α 0.92 Privacy Concerns About the Website Aiello, G., Donvito, R., Acuti, D., Grazzini, L., Mazzoli, V., et al. · 2020 · 4 items · α 0.85-0.92 Privacy of Information (Company's Policy) (POI) Karson, E. J. · 2002 · 3 items · α .83 Privacy of Information (Fabricating Personal Information) (POI) Lwin, M. O., & Williams, J. D. · 2003 · 3 items · α .81 Privacy of Information (Government Regulation) (POI) Lwin, M., Wirtz, J., & Williams, J. D. · 2007 · 3 items · α .83 Privacy of Information (Withholding Personal Information) (POI) Lwin, M. J., & Williams, J. D. · 2007 · 3 items · α .89 R Review Fairness Allard, T., Dunn, L. H., & White, K. · 2020 · 4 items · α 0.96-0.98 Review Helpfulness Dai, H., Chan, C., & Mogilner, C. · 2020 · 3 items · α 0.93 Review Helpfulness Intent Scale (RWHI) Moore, S.G. · 2015 · 3 items · α 0.88 Review Writing Enjoyment Woolley, K., & Sharif, M.A. · 2021 · 4 items · α 0.81-0.92 Review Writing Pressure Garnefeld, I., Krah, T., Böhm, E., & Gremler, D.D. · 2021 · 4 items · α 0.91 Reviewer’s Effort Wu, X., Jin, L., & Xu, Q. · 2021 · 3 items · α 0.92 S Security of the Financial App Gupta, T., & Hagtvedt, H. · 2021 · 4 items · α 0.88 Smartphone Similarity Melumad, S., & Pham, M.T. · 2020 · 4 items · α 0.84 Social Commerce Intention Scale (SCI) Zhang, H., Lu, Y., Gupta, S., & Zhao, L. · 2014 · 8 items · α 0.85–0.92 Social Efficacy of the App Hilken, T., Keeling, D.I., de Ruyter, K., Mahr, D., & Chylinski, M. · 2020 · 5 items · α 0.83-0.86 Social Engagement of the Object Hildebrand, C., & Bergner, A. · 2021 · 3 items · α 0.85 Social Media Engagement Scale (SMES) Schivinski, B., Christodoulides, G., & Dabrowski, D. · 2016 · 12 items · α 0.87–0.92 Social Media Post Authenticity Valsesia, F., & Diehl, K. · 2022 · 3 items · α 0.93 (Studies 2 & 6); 0.95 (Study 5) T Technology Acceptance Model Scales (TAM) Davis, F.D. · 1989 · 12 items · α 0.94–0.97 Technology Anxiety (TANX) Meuter, M. L., Bitner, M. J., Ostrom, A. L., & Brown, S. W. · 2005 · 4 items · α .93 Technology Readiness Index (TRI) Parasuraman, A. · 2000 · 36 items · α 0.74–0.81 Telepresence (Website) (TEL) Coyle, J. R., & Thorson, E. · 2001 · 5 items · α .93 Trust in Company’s Website Transaction Skills (TICS) Mayer, R., & Davis, J. · 1999 · 6 items · α .90 Trust in the Robo Advisor (Affective) Hildebrand, C., & Bergner, A. · 2021 · 3 items · α 0.85-0.94 V Virtual Reality Environment Engagement (VREE) Feng, Y., Xie, Q., & Lou, C. · 2019 · 4 items · α .89–.92 Virtual Reality Presence Perception Harz, N., Hohenberg, S., & Homburg, C. · 2022 · 3 items · α 0.93 (composite reliability) Virtual Reality Sensory Immersion Harz, N., Hohenberg, S., & Homburg, C. · 2022 · 3 items · α 0.86 (composite reliability) Virtual Social Influencer Connectedness Scale (VSIC) van Esch, P., Cui, Y., Arli, D., & Eskridge, B. · 2026 · 5 items · α .806–.840 Virtual Social Influencer Trustworthiness Scale (VSIT) van Esch, P., Cui, Y., Arli, D., & Eskridge, B. · 2026 · 16 items · α .965–.967 W Website Affective Attitude (WAFF) Sundar, S. S., & Kalyanaraman, S. · 2004 · 4 items · α .89 Website Behavioural Intention (WBI) Bart, Y., Shankar, V., Sultan, F., & Urban, G. L. · 2005 · 3 items · α .88 Website Character (Attractiveness) (WEBATT) Srinivasan, S. S., Anderson, R., & Ponnavolu, K. · 2002 · 5 items · α .87 Website Community Features (WCF) Bart, Y., Shankar, V., Sultan, F., & Urban, G. L. · 2005 · 3 items · α .85 Website Company Quality Image (WCQI) Bart, Y., Shankar, V., Sultan, F., & Urban, G. L. · 2005 · 3 items · α .84 Website Content Utility Scale (WCUS) Schumann, J.H., von Wangenheim, F., & Groene, N. · 2014 · 3 items · α 0.83 (Study 3) Website Customer Service Responsiveness (WCSR) Wolfinbarger, M., & Gilly, M. C. · 2003 · 3 items · α .84 Website Decision Support Features (WDSF) Bart, Y., Shankar, V., Sultan, F., & Urban, G. L. · 2005 · 3 items · α .86 Website Design Clarity (WDC) Bart, Y., Shankar, V., Sultan, F., & Urban, G. L. · 2005 · 3 items · α .85 Website Design Quality (eTailQ) (WEDQ) Wolfinbarger, M., & Gilly, M. C. · 2003 · 5 items · α .83 Website Development (Investment Level) (WD) Schlosser, A. E., & Lloyd, S. M. · 2006 · 3 items · α .95 Website Entertainment Value (WEV) Mathwick, C., Malhotra, N., & Rigdon, E. · 2001 · 3 items · α .88 Website Escapism Value (WEscV) Mathwick, C., Malhotra, N., & Rigdon, E. · 2001 · 3 items · α CR = 0.79 Website Graphic Style Appeal (WGSA) Baker, J., Grewal, D., & Parasuraman, A. · 1994 · 3 items · α CR = 0.87-0.89 Website Information Credibility (WIC) Rodgers, S. · 2004 · 11 items · α .89 Website Interactivity (Communication) (WI) Liu, Y. · 2003 · 6 items · α .93 Website Interactivity (Responsiveness) (WI) Liu, Y. · 2003 · 6 items · α .92 Website Order Fulfillment Features (WOFF) Bart, Y., Shankar, V., Sultan, F., & Urban, G. L. · 2005 · 3 items · α .92 Website Overall Trust (WOT) Bart, Y., Shankar, V., Sultan, F., & Urban, G. L. · 2005 · 3 items · α .91 Website Privacy Policy Clarity (WPPC) Bart, Y., Shankar, V., Sultan, F., & Urban, G. L. · 2005 · 3 items · α .90 Website Product Assortment (WEBPA) Srinivasan, S. S., Anderson, R., & Ponnavolu, K. · 2002 · 4 items · α .81 Website Quality Scale (WQS) Schumann, J.H., von Wangenheim, F., & Groene, N. · 2014 · 3 items · α 0.91 (Study 3) Website Safety Perceptions (WSP) Wolfinbarger, M., & Gilly, M. C. · 2003 · 3 items · α .88 Website Security Seals Perception (WSSP) Bart, Y., Shankar, V., Sultan, F., & Urban, G. L. · 2005 · 3 items · α .91 Website Service Quality (Multidimensional) (WSQM) Harris, L. C., & Goode, M. M. H. · 2004 · 21 items · α .97 Website Technical Reliability (WTR) Bart, Y., Shankar, V., Sultan, F., & Urban, G. L. · 2005 · 3 items · α .91 Website Visual Attractiveness (WVA) Mathwick, C., Malhotra, N., & Rigdon, E. · 2001 · 3 items · α .92 Website Visual Pleasantness (WEBVP) Menon, S., & Kahn, B. · 2002 · 4 items · α .92 Willingness to Disclose on the Device Melumad, S., & Meyer, R. · 2020 · 4 items · α 0.87 Willingness to Provide Personal Information Bidler, M., Zimmermann, J., Schumann, J.H., & Widjaja, T. · 2020 · 3 items · α 0.96-0.99