Attitude Toward the Website (Image)

What it measures

A three-item scale measuring the perceived social status and prestige associated with using a particular website within one's personal reference group. Items assess whether website users are seen as having higher prestige, a high profile, or elevated status among their peers. This social image dimension of website evaluation captures the symbolic and identity-relevant aspects of online service usage — the degree to which a website serves as a social signal of status within one's environment.

Representative items

• People in my personal environment who use this website have more prestige than those who do not.
• Using this website is a status symbol in my personal environment.

Citation

Falk, Tomas, Maik Hammerschmidt, and Jeroen J. L. Schepers (2010). The service quality-satisfaction link revisited: Exploring asymmetries and dynamics. Journal of the Academy of Marketing Science, 38(3), 288–302.