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.
Bleier, A., & Eisenbeiss, M. (2015). The importance of trust for personalized online advertising. Journal of Retailing, 91(3), 390-409.
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