Attitude Toward Shopping Websites (Customization) Scale

What it measures

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.

Response format

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

Scale items

• Internet shopping websites should feel like they are talking to me personally as a customer.
• The requirement to log into an Internet shopping website makes me feel recognized as a customer.
• It is important to me that an Internet shopping website feels like my personal area when I use it.
• I like it when I am able to customize the Internet shopping web pages to my own liking.

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

Usage notes & scoring

The response format was not explicitly stated in the source article and is assumed to be a Likert-type agreement scale, though the number of points is unknown. Researchers should select and report an appropriate format. CR of .805 is at the minimum inclusion threshold; AVE of .514 is above the .50 benchmark. This scale is one of two companion measures from the same study; the companion scale measuring preference for community features is ID 2174. Convergent and discriminant validity were supported via CFA in the full online customer experience model. Distinct from the E-Retailer Website Customisation Scale (ID 1041, Srinivasan et al.), which measures perceived delivery of customisation by a specific website; this scale measures the consumer's attitudinal preference for customisation features in shopping websites generally.

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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