A six-item scale measuring a consumer's overall attitude toward online word-of-mouth, encompassing comfort with reading reviews, past usage of online reviews for decision-making, enjoyment of sharing and receiving product experiences, and a general belief in the value of word-of-mouth for consumers. The scale captures both behavioural history with online reviews and normative beliefs about their utility, making it a broad dispositional measure of engagement with peer-generated product information.
Likert (format not specified in original)
Full scale items shown. Always cite the original source when using this scale in research.
Alpha ranged from .86 (Study 1) to .88 (Study 3) across four uses of the scale — Khare, Labrecque & Asare (2011). VALIDITY: Not reported. NOTE: The response scale format (number of points, anchors) was not described in the original article — researchers should specify and justify their chosen format. The source of the scale was not identified in the original article; it appears to be original to Khare et al. (2011). Items span both attitudinal (I like to..., I am comfortable...) and behavioural history (I have used..., my decisions have been influenced...) content — researchers with strict construct separation requirements should review item composition before use.
Khare, Adwait, Lauren I. Labrecque, and Anthony K. Asare (2011). The assimilative and contrastive effects of word-of-mouth volume: An experimental examination of online consumer ratings. Journal of Retailing, 87(1), 111–126.
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