A five-item scale measuring the overall visual appeal and attractiveness of the images used on a specific website. Items assess appropriateness, satisfaction, excitement, interest, and aesthetic appeal of the website's imagery as a unified visual element. Developed in the context of e-service quality and website design evaluation, the scale captures the hedonic and evaluative response to a site's visual imagery rather than its functional or navigational qualities.
Cyr, Dianne, Milena Head, and Alex Ivanov (2009). Perceived interactivity leading to e-loyalty: Development of a model for cognitive-affective user responses. Computers in Human Behavior, 25(5), 1207–1225.
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