Appeal of Images in the Website

What it measures

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.

Response format

7-point Likert

Scale items

• The images used in the website are appropriate.
• The images used in the website are satisfying.
• The images used in the website are exciting.
• The images used in the website are interesting.
• The images used in the website are appealing.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Single alpha: α = .88 — Herhausen et al. (2020, Study 2, n = 200 MTurk, as cited in Cyr, Head & Ivanov 2009). VALIDITY: Cyr et al. (2009) provided evidence of unidimensionality and internal consistency; CFA conducted in Herhausen et al. (2020) did not specifically examine this subscale's validity parameters in isolation. Scale was originally developed and validated by Cyr et al. (2009) — the reliability estimate here comes from a subsequent application.

Citation

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.

Keywords