Attitude Toward Shopping Websites (Information Benefits) Scale

What it measures

A four-item scale measuring the perceived informational benefits of browsing Internet shopping websites, with an emphasis on the ability to compare products, gather pre-purchase information, and feel confident in purchase decisions. Items were developed drawing on ideas from prior single-item measures of online shopping attitudes and adapted for the multi-item measurement context. Data were collected via web survey from 220 online shoppers primarily in the U.S. and Europe. This scale was part of a broader model of online customer experience antecedents, capturing the cognitive-informational dimension of shopping website preferences.

Response format

Likert-type scale; number of points not explicitly stated in source article (assumed 5- or 7-point)

Scale items

• I can learn which products are suitable for my needs in comparison to other competitor products by browsing Internet shopping websites.
• With Internet shopping websites I can find out what I want to know before I purchase online.
• By reviewing the information provided by Internet shopping websites I can be confident that I have made the best purchase decision.
• The convenience of Internet shopping is a key benefit.

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

Usage notes & scoring

Response format was not explicitly stated in the source article and is assumed to be Likert-type agreement; number of scale points unknown (5- or 7-point recommended). This scale is the third companion measure from the Rose et al. (2012) study; companion scales are Attitude Toward Shopping Websites (Community) (ID 2174) and Attitude Toward Shopping Websites (Customization) (ID 2175). Item 4 ('The convenience of Internet shopping is a key benefit') is notably broader than items 1-3 and shifts slightly from information-gathering benefits to general convenience — researchers should verify factorial integrity if using the scale in a new context. Some item ideas were adapted from Teo (2002, Behaviour and Information Technology). Convergent and discriminant validity supported via CFA in the full online customer experience model.

Recommended companion scales

Citation

Rose, S., Clark, M., Samouel, P., & Hair, N. (2012). Online customer experience in e-retailing: An empirical model of antecedents and outcomes. Journal of Retailing, 88(2), 308-322.

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