Branded App Usability: User-Friendliness

What it measures

Three items assess how easy a branded mobile app is to understand and operate. This scale is one of five subscales developed by Baek and Yoo (2018) as part of a comprehensive branded app usability instrument. AVE was .83; convergent, discriminant, and nomological validity were supported.

Response format

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

Scale items

• It is easy for me to learn the functions of the branded mobile app.
• Using the branded mobile app is clear and understandable.
• Overall, the branded mobile app is easy to use.

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

Usage notes & scoring

Two companion subscales appear in this database (personalisation, speed); the original paper contains five subscales in total.

Recommended companion scales

Citation

Baek, T. H., & Yoo, C. Y. (2018). Branded app usability: Conceptualization, measurement, and prediction of consumer loyalty. Journal of Advertising, 47(1), 70–82.

Keywords