Attitude Toward Shopping Websites (Community) Scale

What it measures

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.

Response format

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

Scale items

• Being able to connect with other consumers who share similar interest in the same products is a positive feature of Internet shopping.
• Being able to share comments about my experiences of the products with other consumers on Internet shopping websites is an important feature to me.
• Viewing the product recommendations of other consumers who use Internet shopping websites is helpful.

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 intending to use the scale should select an appropriate format (5- or 7-point recommended) and report it clearly. This scale is one of two companion measures from the same study; the companion scale measuring preference for website personalisation/customisation is ID 2175. Convergent and discriminant validity were supported via CFA within the full online customer experience model. The construct is conceptually related to but distinct from Online Community Connectedness (ID 953) and Online Community Participation Intentions (ID 945), which measure engagement with and connection to online communities rather than preferences for community features in retail website design.

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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