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.
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.
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