A four-item scale measuring the hedonic and affective enjoyment a consumer experiences while using a specific website. Items capture interestingness, entertainment value, enjoyability, and pleasantness of the website experience. Originally developed in online social presence research, the scale is widely applicable to e-service quality and website evaluation research as a measure of the experiential or hedonic dimension of website use — distinct from functional quality or navigability.
7-point Likert
Full scale items shown. Always cite the original source when using this scale in research.
Single alpha from consumer marketing application: α = .92 — Herhausen et al. (2020, Study 2, n = 200 MTurk). Original scale: Hassanein & Head (2007), who provided evidence of high internal consistency and convergent and discriminant validity. NOTE: This scale differs from the Attitude Toward the Website (Shopping Enjoyment) scale (ATWE, ID 1940) from Falk et al. (2010) — that scale uses three items focused on shopping-specific enjoyment ('shopping at this website is exciting/interesting/enjoyable'), whereas this four-item scale measures general website enjoyment without a shopping-specific frame. Researchers should select the version most appropriate to their study context.
Hassanein, Khaled and Milena Head (2007). Manipulating perceived social presence through the web interface and its impact on attitude towards online shopping. Computers in Human Behavior, 23(6), 2120–2440.
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