Online Store Usefulness Perception

What it measures

Six Likert-type items measure a consumer's perception of the usefulness of an online retail store, capturing its utility for product search and purchase, performance improvements, speed enhancement, effectiveness, ease, and productivity gains. Adapted from Davis's (1989) perceived usefulness construct, the scale translates the classic technology acceptance model measure to the online retail shopping context.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree; format assumed)

Scale items

• The store that I have just visited is useful for searching and buying products.
• The store that I have just visited improves my performance in product searching and buying.
• The store that I have just visited enables me to search and buy products faster.
• The store that I have just visited enhances my effectiveness in product searching and buying.
• The store that I have just visited makes it easier to search for and purchase products.
• The store that I have just visited increases my productivity in searching and purchasing products.

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

Usage notes & scoring

Adapted from Davis (1989) for online grocery retail. Alpha of .978. No validity information was provided. Response format was not specified but likely seven-point Likert. The scale closely mirrors the perceived usefulness items from the Technology Acceptance Model and is suitable for online retail research.

Citation

Vrechopoulos, A. P., O'Keefe, R. M., Doukidis, G. I., & Siomkos, G. J. (2004). Virtual store layout: An experimental comparison in the context of grocery retail. Journal of Retailing, 80(1), 13–22.

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