Attitude Toward the Website (Content)

What it measures

A four-item likert scale designed to measure how informative and useful the site is, especially with respect to merchandising the products.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• This website is informative.
• This website reflects the brand’s merchandise well.
• This website seems to use advanced technologies.
• There seem to be a lot of merchandise options you can choose from.

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

Citation

Kwon, Wi-Suk and Sharron J. Lennon (2009), "Reciprocal Effects Between Multichannel Retailers’ Offline and Online Brand Images," Journal of Retailing, 85 (3), 376-390.

Keywords