This scale measures how entertaining, enjoyable, and appealing a specific feature made an online shopping experience. Yang and colleagues (2023) used it across two studies of virtual fitting rooms, extending a shopping-enjoyment measure from earlier work by two of the same authors.
7-point scale (strongly disagree (1) to strongly agree (7)); stem: "The ___ made the online shopping more . . ."
Full scale items shown. Always cite the original source when using this scale in research.
The scale was reliable in both studies (α = .97, Study 2; α = .81, Study 3; Yang et al. 2023, pp. 1230, 1232), drawing on samples of 130 U.S. and 257 Chinese university participants, respectively. Validity was not separately discussed. The blank should be filled with the shopping feature responsible for the enjoyment (e.g., music, avatar, virtual fitting room).
Yang, Shuai, Guiyang Xiong, Huifang Mao, and Minghui Ma (2023), "Virtual Fitting Room Effect: Moderating Role of Body Mass Index," Journal of Marketing Research, 60 (6), 1221-1241.
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