Four items measure the perceived utilitarian value of a specific shopping aid -- whether it helps consumers complete shopping tasks faster, improves performance, enhances effectiveness, and makes tasks easier overall. The scale is grounded in Davis's (1989) perceived usefulness construct from the technology acceptance literature and is applicable to a range of shopping aids including personalised advertisements, product recommendation systems, shopping assistants, and digital tools. A blank in each item should be filled with a description of the focal shopping aid.
Full scale items shown. Always cite the original source when using this scale in research.
Adapted by Bleier and Eisenbeiss (2015) from Tam and Ho (2006), who in turn drew phrases from Davis's (1989) perceived usefulness scale. The scale was applied in the context of personalised retargeting banner ads in an online shopping context. Alpha of .91 and composite reliabilities of .748 and .772 in the two retailer-trust conditions indicate good but somewhat variable internal consistency across groups. AVEs of .715 and .746 both exceed the .50 threshold. The blank in each item should be filled with a name or description of the focal shopping aid (e.g., 'personalized recommendation', 'shopping assistant', 'this ad'). Although the context was digital advertising, item wording is general enough for physical and hybrid shopping aid applications.
Bleier, A., & Eisenbeiss, M. (2015). The importance of trust for personalized online advertising. Journal of Retailing, 91(3), 390-409.
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