The scale measures overall consumer trust and confidence in a retailer's reliability, with wording general enough to adapt to other entities like a company, brand, or website.
7-point Likert (1=strongly disagree, 7=strongly agree)
Full scale items shown. Always cite the original source when using this scale in research.
Grosso et al. (2020) cited Bart et al. (2005) as the source, though that article used a substantially different scale to measure trust — it's more likely Grosso et al. created their own items drawing on concepts from that earlier work. Used in the same large, 14-country study as the companion Trust in the Personnel scale (n = 22,050). Reliability was excellent (α = .96), with CFA supporting validity (AVE = .838). Though applied specifically to retailers, the wording is easily adaptable to other business entities like a company, brand, or website.
Grosso, Monica, Sandro Castaldo, Hua (Ariel) Li, and Bart Larivière (2020), "What Information Do Shoppers Share? The Effect of Personnel-, Retailer-, and Country-Trust on Willingness to Share Information," Journal of Retailing, 96 (4), 524-547.
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