A four-item scale measuring how strongly a consumer believes that Internet shopping websites should recognise them as individuals and allow them to customise and personalise their online experience. Items address the desire to feel personally addressed by the website, to be recognised upon login, to have a sense of personal ownership of the browsing environment, and to be able to customise page layouts. Developed as part of a comprehensive model of online customer experience antecedents. Data were collected via web survey from 220 online shoppers across the U.S. and Europe.
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.
Free access to 2023+ psychometric scales at PsychScales