Five seven-point Likert-type items assess a consumer's tendency to actively search for information across competing e-retail websites, including through advertising, social communication, and direct exploration. Items cover ad-based comparison, social referral, competitive website exploration, and pre-purchase search intensity. The scale is one of eight e-loyalty antecedent scales developed through in-depth interviews and multi-stage psychometric refinement.
Srinivasan, S. S., Anderson, R., & Ponnavolu, K. (2002). Customer loyalty in e-commerce: An exploration of its antecedents and consequences. Journal of Retailing, 78(1), 41–50.
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