A three-item scale measuring the importance a consumer places on community features within Internet shopping websites — specifically the ability to connect with like-minded shoppers, share product experiences, and access other consumers' recommendations. Referred to as 'connectedness' by the authors. Developed as part of a comprehensive model of online customer experience antecedents; the scale captures the social and community dimension of e-retail preferences distinct from functional usability or personalisation features. 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.
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