A four-item Likert-type scale measuring a person's belief that they use, understand, and are interested in the internet more than most other people. The construct is labelled 'internet affinity' by Schumann, von Wangenheim, and Groene (2014), capturing relative self-assessed internet engagement as a stable individual-difference characteristic. The scale was originally developed in German using back-translation from an English source version, drawing some concepts and phrasing from Neelamegham and Jain (1999). It was used in Study 1 of Schumann et al. (2014) to examine whether internet-involved consumers respond differently to reciprocity appeals for targeted online advertising. Alpha = .85 and AVE = .62 indicate good reliability and acceptable convergent validity. Discriminant validity from related digital engagement constructs was demonstrated by the authors.
Schumann, J. H., von Wangenheim, F., & Groene, N. (2014). Targeted online advertising: Using reciprocity appeals to increase acceptance among users of free web services. Journal of Marketing, 78(1), 59–75.
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