Attitude Toward the Website (Design)

What it measures

A three-item scale measuring a consumer's evaluation of a website's design quality, encompassing visual appeal, professional appearance, and feature innovation. Items reflect the aesthetic and functional design dimensions that contribute to overall website quality perception. Developed as part of a multi-dimensional website quality framework, the design subscale captures first-impression aesthetics and functionality that shape broader service quality and satisfaction judgments in online service environments.

Response format

7-point Likert

Scale items

• This website is visually appealing.
• This website's appearance is professional.
• This website has innovative features.

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

Usage notes & scoring

Construct reliability = .85 — Falk, Hammerschmidt & Schepers (2010). VALIDITY: AVE reported but formal validity testing not explicitly described. NOTE: Items were drawn from Wolfinbarger & Gilly (2003, Journal of Retailing 79(3), 183–198), where they were removed from the final scale for psychometric reasons; their reuse here passed reliability screening. Researchers should note this provenance when citing the scale's development history. Three companion website attitude scales from the same study: Image (ATWI), Security (ATWS), and Shopping Enjoyment (ATWE) — all developed by Falk et al. (2010).

Recommended companion scales

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.

Keywords