Attitude Toward the Website (Aesthetic Appeal)

What it measures

A four-item likert scale designed to measure how much a person likes a website because of the way it looks.

Response format

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

Scale items

• I like the feel of this website.
• I like pictures/images used in this website.
• I like the opening page of this website.
• This website makes the __________ look very appealing.1
• A generic description of the products featured at the site should be placed in the blanks, e.g., clothes.

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