Online Store Entertainment and Visual Appeal

What it measures

Four items measure how much fun, engaging, and visually appealing a consumer finds a virtual store they have just visited. Developed for virtual retail environment research and draws on items from experiential value and advertising response scales.

Response format

7-point Likert; likely 1=strongly disagree, 7=strongly agree

Scale items

• The store I have just visited was lots of fun to browse.
• I thought that the store I have just visited was clever and quite entertaining.
• The store I have just visited was not just selling – it was entertaining me and I appreciated that.
• I liked the look and feel of the store I just visited.

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

Usage notes & scoring

Alpha of .9380 (n not stated). Response format assumed 7-point Likert based on context — verify with the original Vrechopoulos et al. (2004) article. Note that item 4 ('I liked the look and feel') partially overlaps with website aesthetic scales from other studies. Citation reflects the scale's conceptual foundation; original Vrechopoulos et al. (2004) article should be consulted for the exact operationalisation.

Citation

Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value: Conceptualization, measurement and application in the catalog and internet shopping environment. Journal of Retailing, 77(1), 39–56.

Keywords